Ralf T. Kreutzer's Books

Toolbox Digital Business

Leadership, Business Models, Technologies and Change

By: Ralf T. Kreutzer

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Toolbox Digital Business

Leadership, Business Models, Technologies and Change

By: Ralf T. Kreutzer

This book provides important guidelines for the digital transformation process and shows how established companies in particular can use digitization for their strategic further development. It highlights developments in IT and data management, supported by AI, and analyzes how marketing, sales, HR, the corporate organization and controlling must be transformed in the digital age in order to take advantage of these new opportunities as early and comprehensively as possible. The tools offered in this book will support companies in actively shaping the change.

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579

Publisher

Springer Nature

Published Date

ISBN 10

3658370173

ISBN 13

9783658370176

Understanding Artificial Intelligence

Fundamentals, Use Cases and Methods for a Corporate AI Journey

By: Ralf T. Kreutzer,Marie Sirrenberg

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Understanding Artificial Intelligence

Fundamentals, Use Cases and Methods for a Corporate AI Journey

By: Ralf T. Kreutzer,Marie Sirrenberg

Artificial Intelligence (AI) will change the lives of people and businesses more fundamentally than many people can even imagine today. This book illustrates the importance of AI in an era of digitalization. It introduces the foundations of AI and explains its benefits and challenges for companies and entire industries. In this regard, AI is approached not just as yet another technology, but as a fundamental innovation, which will spread into all areas of the economy and life, and will disrupt business processes and business models in the years to come. In turn, the book assesses the potential that AI holds, and clarifies the framework that is necessary for pursuing a responsible approach to AI. In a series of best-practice cases, the book subsequently highlights a broad range of sectors and industries, from production to services; from customer service to marketing and sales; and in industries like retail, health care, energy, transportation and many more. In closing, a dedicated chapter outlines a roadmap for a specific corporate AI journey. No one can ignore intensive work with AI today - neither as a private person, let alone as a top performer in companies. This book offers a thorough, carefully crafted, and easy to understand entry into the field of AI. The central terms used in the AI context are given a very good explanation. In addition, a number of cases show what AI can do today and where the journey is heading. An important book that you should not miss! Professor Dr. Harley Krohmer University of Bern "Inspiring, thought provoking and comprehensive, this book is wittingly designed to be a catalyst for your individual and corporate AI journey.” Avo Schönbohm, Professor at the Berlin School of Economics and Law, Enterprise Game Designer at LUDEO and Business Punk

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321

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Springer Nature

Published Date

ISBN 10

303025271X

ISBN 13

9783030252717

Next Stop Metaverse

A Quick Guide to Concepts, Uses, and Potential for Research and Practice

By: Ralf T. Kreutzer,Sonja Klose

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Next Stop Metaverse

A Quick Guide to Concepts, Uses, and Potential for Research and Practice

By: Ralf T. Kreutzer,Sonja Klose

This book initiates the conversation about the metaverse in science and practice. What will the metaverse look like? What is it about? Where do we stand? What do we need? Where is the journey going? To begin with: Is the metaverse an idea or a promise? Ralf T. Kreutzer and Sonja Klose try to make the vision tangible and imaginable. As with the Internet, it is difficult at this point to predict which developments and technologies will be created and combined by which individuals and companies and in what way. The authors take you by the hand and recommend: Don't ignore these developments! There is no need to make extensive investments in the metaverse today. But a few hands-on exercises are provided to help you be ready when the bandwagon picks up speed. In addition, it can help you to gain advantages in employer branding if it becomes visible that you are also dealing with exciting future topics.

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148

Publisher

Springer Nature

Published Date

ISBN 10

3658411805

ISBN 13

9783658411800

Practice-Oriented Marketing

Basics – Instruments – Case Studies

By: Ralf T. Kreutzer

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Practice-Oriented Marketing

Basics – Instruments – Case Studies

By: Ralf T. Kreutzer

Ralf Kreutzer has once again succeeded in setting the right priorities. He makes it convincingly clear that the proven basics in marketing are also valid in the online and digital age. Predict: especially worth reading! Prof. Dr. Dr. h. c. Wolfgang Fritz, Technical University of Braunschweig and University of Vienna The 6th edition has been extensively revised and supplemented with important, current topics of online marketing and digitalization. This further enhances the strengths of the previous editions. Prof. Dr. Klaus Gutknecht, University of Applied Sciences Munich The author encourages critical thinking about the content presented through the use of "mnemonic boxes" and "food for thought". Very good! Prof. Dr. Sabine Haller, Berlin School of Economics and Law An indispensable orientation in the ever faster changing everyday marketing. The book provides implementation and practical know-how without getting lost in details. Univ.-Prof. Dr. Michael Lingenfelder, Philipps-Universität Marburg Further proof of Ralf T. Kreutzer's special expertise in marketing, his great passion for conveying knowledge in the best possible way and his special ability to identify the truly relevant topics. Prof. Dr. Wolfgang Merkle, UE - University of Europe for Applied Sciences, President Marketing Club Hamburg Particularly noteworthy is the expansion of the classic marketing mix to include the fifth P for personnel. Because in the end, it is still the employees who make good marketing! Prof. Dr. Karsten Kilian, Würzburg-Schweinfurt University of Applied Sciences and Markenlexikon.com Concise language, convincing thought leadership, clear examples and goal-oriented transfer questions form an almost ideal basis for opening up the world of marketing. Univ.-Prof. Dr. Klaus-Peter Wiedmann, Leibniz University Hanover New from the 6th edition Newly added are chapters on the topics of the customer journey map, special market research concepts and special forms of static price and condition design. Additional material is available via app: Download the Springer Nature Flashcards app and use exclusive content to test your knowledge.

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Page Count

564

Publisher

Springer Nature

Published Date

ISBN 10

3658397179

ISBN 13

9783658397173

Online Marketing

By: Ralf T. Kreutzer

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Online Marketing

By: Ralf T. Kreutzer

Alle Grundlagen des Online-Marketings vereint in einem BuchWenn Sie sich für Online-Marketing interessieren, ist dieses Buch genau richtig für Sie. Es führt Sie behutsam in die Grundlagen der Online-Werbung ein und erläutert verschiedene Gebiete dieses umfangreichen Themenkomplexes. Neben den unterschiedlichen Erfolgsfaktoren und Zielsetzungen im Online-Marketing stellt der Autor auch zahlreiche Instrumente zur Erfolgsmessung vor. Mit diesem umfassenden Grundlagenwerk erhalten Sie nicht nur eine Einführung in das Online-Marketing, sondern auch einen detaillierten Einblick in das E-Commerce im Allgemeinen. Die vorliegende zweite Auflage wurde umfassend überarbeitet und um die neuesten Entwicklungen im Online-Marketing ergänzt. Neu sind unter anderem ausführliche Kapitel zu Themen wie E-Mail-, Social-Media- und Suchmaschinenmarketing. Optimale Prüfungsvorbereitung für Marketing-Studenten Der Autor legt großen Wert auf eine nachhaltige Wissensvermittlung, was sich in der didaktische Struktur des Werkes widerspiegelt. Es richtet sich insbesondere an Bachelorstudierende und Nebenfachstudenten des Studiengangs Marketing. Durch übersichtliche Lerneinheiten mit begleitenden Kontrollmodulen können sie das gelernte Wissen prüfen und vertiefen und sich so optimal auf Klausuren vorbereiten.Aber auch Angestellte in Werbeagenturen profitieren von der Expertise des Autors, da er nie den Praxisbezug zum Online-Marketing aus den Augen verliert. Dank vieler Leseempfehlungen können sich Interessierte spielend leicht tiefergehend mit den einzelnen Themen befassen.

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256

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Springer Nature

Published Date

ISBN 10

3658353694

ISBN 13

9783658353698

Toolbox for Marketing and Management

Creative Concepts, Forecasting Methods, and Analytical Instruments

By: Ralf T. Kreutzer

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Toolbox for Marketing and Management

Creative Concepts, Forecasting Methods, and Analytical Instruments

By: Ralf T. Kreutzer

Modern marketing managers need intuitive and effective tools not just for designing strategies but also for general management. This hands-on book introduces a range of contemporary management and marketing tools and concepts with a focus on forecasting, creating stimulating processes, and implementation. Topics addressed range from creating a clear vision, setting goals, and developing strategies, to implementing strategic analysis tools, consumer value models, budgeting, strategic and operational marketing plans. Special attention is paid to change management and digital transformation in the marketing landscape. Given its approach and content, the book offers a valuable asset for all professionals and advanced MBA students looking for ‘real-life’ tools and applications.

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Page Count

269

Publisher

Springer

Published Date

ISBN 10

3030138232

ISBN 13

9783030138233

Digital Business Leadership

Digital Transformation, Business Model Innovation, Agile Organization, Change Management

By: Ralf T. Kreutzer,Tim Neugebauer,Annette Pattloch

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Digital Business Leadership

Digital Transformation, Business Model Innovation, Agile Organization, Change Management

By: Ralf T. Kreutzer,Tim Neugebauer,Annette Pattloch

This book provides specialists and executives with a clear, yet practical set of recommendations to meet the challenges of digital transformation and ensure long-term success as a leader in a primarily digital business world. The authors describe the fundamental principles of digitization and its economic opportunities and risks, integrating them into a framework of classic and new management methods. The book also explores how increasing digitization – not only of communication, but of complete value chains – has led to a need to establish a digital business leadership. Digitization is changing people and markets: it causes the upheaval of entire industries, creates new digital-centric companies, and forces established companies to cope with the transformation activities associated with these digitization processes. New approaches and methods have to be learned, tried and tested patterns of thinking have to be explored, and last but not least, innovation activities have to be understood as continuous necessities. At the same time, digital business offers considerable opportunities for renewing competitive advantages, improving existing process structures and realigning products, services and business models.

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Page Count

274

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Springer

Published Date

ISBN 10

366256548X

ISBN 13

9783662565483

Digital Darwinism

Branding and Business Models in Jeopardy

By: Ralf T. Kreutzer,Karl-Heinz Land

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Digital Darwinism

Branding and Business Models in Jeopardy

By: Ralf T. Kreutzer,Karl-Heinz Land

Digital Darwinism is a key challenge for all companies and brands. Not all companies and managers are aware of the challenges lying ahead. This book helps to identify the need for change and adaption based on a framework of findings and additional tools to position you and your company in the digital rat race.

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Page Count

266

Publisher

Springer

Published Date

ISBN 10

3642544010

ISBN 13

9783642544019

Online Marketing

By: Ralf T. Kreutzer

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Online Marketing

By: Ralf T. Kreutzer

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Solve jigsaw puzzle

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Page Count

256

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Springer Nature

Published Date

ISBN 10

3658353694

ISBN 13

9783658353698

Toolbox Digital Business

Leadership, Business Models, Technologies and Change

By: Ralf T. Kreutzer

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Toolbox Digital Business

Leadership, Business Models, Technologies and Change

By: Ralf T. Kreutzer

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Solve jigsaw puzzle

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Page Count

579

Publisher

Springer Nature

Published Date

ISBN 10

3658370173

ISBN 13

9783658370176

Digital Darwinism

Branding and Business Models in Jeopardy

By: Ralf T. Kreutzer,Karl-Heinz Land

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Digital Darwinism

Branding and Business Models in Jeopardy

By: Ralf T. Kreutzer,Karl-Heinz Land

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266

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Springer

Published Date

ISBN 10

3642544010

ISBN 13

9783642544019

Practice-Oriented Marketing

Basics – Instruments – Case Studies

By: Ralf T. Kreutzer

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Practice-Oriented Marketing

Basics – Instruments – Case Studies

By: Ralf T. Kreutzer

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Solve jigsaw puzzle

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564

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Springer Nature

Published Date

ISBN 10

3658397179

ISBN 13

9783658397173

Toolbox for Marketing and Management

Creative Concepts, Forecasting Methods, and Analytical Instruments

By: Ralf T. Kreutzer

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Toolbox for Marketing and Management

Creative Concepts, Forecasting Methods, and Analytical Instruments

By: Ralf T. Kreutzer

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Solve jigsaw puzzle

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Page Count

269

Publisher

Springer

Published Date

ISBN 10

3030138232

ISBN 13

9783030138233

Understanding Artificial Intelligence

Fundamentals, Use Cases and Methods for a Corporate AI Journey

By: Ralf T. Kreutzer,Marie Sirrenberg

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Understanding Artificial Intelligence

Fundamentals, Use Cases and Methods for a Corporate AI Journey

By: Ralf T. Kreutzer,Marie Sirrenberg

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Solve jigsaw puzzle

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Page Count

321

Publisher

Springer Nature

Published Date

ISBN 10

303025271X

ISBN 13

9783030252717

Book's by Ralf T. Kreutzer

Toolbox Digital Business

Toolbox Digital Business

Understanding Artificial Intelligence

Understanding Artificial Intelligence

Next Stop Metaverse

Next Stop Metaverse

Practice-Oriented Marketing

Practice-Oriented Marketing

Online Marketing

Online Marketing

Toolbox for Marketing and Management

Toolbox for Marketing and Management

Digital Business Leadership

Digital Business Leadership

Digital Darwinism

Digital Darwinism

Online Marketing

Online Marketing

Toolbox Digital Business

Toolbox Digital Business

Digital Darwinism

Digital Darwinism

Practice-Oriented Marketing

Practice-Oriented Marketing

Toolbox for Marketing and Management

Toolbox for Marketing and Management

Understanding Artificial Intelligence

Understanding Artificial Intelligence

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