Practice-Oriented Online Marketing: Concepts - Tools - Checklists
暫譯: 實務導向的線上行銷：概念 - 工具 - 檢查清單

Kreutzer, Ralf T., Klose, Sonja

Practice-Oriented Online Marketing: Concepts - Tools - Checklists
  • 出版商: Springer Gabler
  • 出版日期: 2025-10-29
  • 售價: $2,830
  • 貴賓價: 9.5 折 $2,689
  • 語言: 英文
  • 頁數: 630
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 3658497440
  • ISBN-13: 9783658497446
  • 相關分類: 行銷/網路行銷 Marketing

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相關主題

商品描述

People now spend a great deal of time online. Companies are following them onto the internet - both in B2B and B2C contexts. This book answers the most important questions related to this development and presents concrete solution concepts, success strategies, and numerous checklists - from designing a cross-channel customer journey to controlling and considering legal frameworks. It provides companies with the tools they need to manage their online marketing budgets effectively and efficiently.

In the 5th edition, Ralf T. Kreutzer, together with new co-author Sonja Klose, has incorporated key innovations in the online world. These include: integration of current developments in the field of artificial intelligence across all relevant areas, revision and expansion of strategic options in online marketing, incorporation of current developments in online advertising, inclusion of new search engine optimization (SEO) concepts, and exploration of further aspects of email marketing.

The 5th edition by Ralf T. Kreutzer and Sonja Klose impressively demonstrates how dynamically marketing is evolving. In addition to the new legal frameworks, the use of artificial intelligence in online marketing has also been comprehensively integrated. This makes the book an essential and up-to-date resource for both marketing students and professionals in the industry. A clear recommendation!

-- Martin Nitsche, President of the DDV (German Dialogue Marketing Association)

商品描述(中文翻譯)

人們現在花費大量時間在線上。公司也在互聯網上跟隨他們——無論是在B2B還是B2C的情境中。本書回答了與這一發展相關的最重要問題，並提出具體的解決方案概念、成功策略和眾多檢查清單——從設計跨渠道的客戶旅程到控制和考慮法律框架。它為公司提供了有效且高效管理其在線行銷預算所需的工具。

在第五版中，Ralf T. Kreutzer與新合著者Sonja Klose一起，納入了在線世界的關鍵創新。這些包括：整合人工智慧領域的最新發展，修訂和擴展在線行銷的策略選項，納入在線廣告的最新發展，包含新的搜尋引擎優化（SEO）概念，以及探索電子郵件行銷的其他方面。

Ralf T. Kreutzer和Sonja Klose的第五版令人印象深刻地展示了行銷如何動態演變。除了新的法律框架外，人工智慧在在線行銷中的使用也得到了全面整合。這使得本書成為行銷學生和業界專業人士的重要且最新的資源。強烈推薦！

—— Martin Nitsche，德國對話行銷協會（DDV）會長

作者簡介

Prof. Dr. Ralf T. Kreutzer is an emeritus professor of marketing at the Berlin School of Economics and Law. He has authored more than 65 specialist books on topics such as marketing, online marketing, digital transformation, artificial intelligence, and sustainability. He is an internationally respected keynote speaker, coach, and consultant. In 2023, he was inducted into the Hall of Fame of the German Dialogue Marketing Association.

Professor Kreutzer is a founding member of the consulting firm Green Elephant Consulting (www.green-elephant.info), which specializes in making sustainability feasible for companies.

Prof. Dr. Sonja Klose is a professor of marketing at the Berlin School of Economics and Law and is also active as a trainer, consultant, and coach. Previously, she worked as a marketing executive in various startups and taught at ESCP Business School, SRH University, and FOM University of Applied Sciences for Economics and Management.

作者簡介(中文翻譯)

拉夫·T·克勞策教授是柏林經濟與法律學院的名譽教授，專攻行銷領域。他已撰寫超過65本專業書籍，涵蓋行銷、線上行銷、數位轉型、人工智慧及可持續性等主題。他是一位國際知名的主題演講者、教練及顧問。2023年，他被納入德國對話行銷協會的名人堂。

克勞策教授是顧問公司綠象顧問（Green Elephant Consulting，www.green-elephant.info）的創始成員，該公司專注於使企業的可持續性變得可行。

索尼婭·克洛斯教授是柏林經濟與法律學院的行銷教授，同時也擔任培訓師、顧問及教練。她曾在多家初創公司擔任行銷主管，並在ESCP商學院、SRH大學及FOM應用科學經濟與管理大學任教。

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