Ralf Kreutzer Books

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 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.

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.

The book emphasizes the enduring relevance of fundamental marketing principles in today's digital landscape. Ralf Kreutzer effectively argues that traditional strategies remain crucial for success, even as the marketing environment evolves. The insights provided are particularly valuable for those looking to navigate the complexities of online marketing.

Exploring the concept of the metaverse, this book delves into its potential, current status, and future trajectory. Authors Ralf T. Kreutzer and Sonja Klose seek to clarify whether the metaverse is merely an idea or a genuine promise. They highlight the uncertainty surrounding its development, akin to the early days of the Internet, emphasizing the unpredictable nature of technological advancements and collaborations that will shape this evolving digital landscape.

Focusing on digital transformation, the book offers essential guidelines for established companies to leverage digitization for strategic growth. It examines advancements in IT and data management, emphasizing the role of AI. Key areas such as marketing, sales, HR, corporate organization, and controlling are analyzed for necessary transformations to seize new opportunities. Practical tools are provided to help businesses proactively navigate and shape their digital change effectively.

Focusing on sustainable corporate management, this book equips managers at all levels with the tools to confidently tackle related challenges. It offers concrete action plans that guide readers in implementing effective strategies for sustainability within their organizations.

Focusing on practical applications, this book equips modern marketing managers with essential tools for strategy design and general management. It covers a broad spectrum of topics, including goal setting, strategic analysis, consumer value models, and budgeting. Emphasizing change management and digital transformation, it provides insights into creating a clear vision and implementing effective processes. This resource is particularly beneficial for professionals and advanced MBA students seeking hands-on techniques and real-life applications in the marketing field.

The challenges for companies today are immense, driven by a wave of digitalization affecting all business models. Key issues include the dematerialization of various sectors, with money and services now becoming digital; the transformation of products into apps; the growing influence of social networks; and the interconnectedness of objects through the "Internet of Everything." The explosion of big data and the rise of the Share Economy further complicate the landscape, as traditional purchasing models are being replaced. Digital transformation and dematerialization impact every industry, necessitating that all companies adapt to remain competitive. New entrants with innovative business models are disrupting established brands, raising concerns about job losses due to automation and the use of robots in both industrial and service sectors. This urgent situation demands not only an acknowledgment of the challenges but also the exploration of viable solutions. The authors critically examine whether current political, economic, and social systems are equipped to handle the dematerialization of value chains brought about by digital change. They offer thought-provoking insights and potential scenarios for addressing these pressing issues.

_Allgemeine Grundlagen des Dialog-Marketings.- Konzeptionelle Grundlagen des Dialog-Marketings.- Dialog-Marketing-Konzepte und -Instrumente.

Dieses Buch zeigt, dass E-Mail-Marketing für die Unternehmenskommunikation unverzichtbar ist und bleibt. Es gibt über fünf Milliarden E-Mail-Accounts, aber „nur“ zwei Milliarden Facebook-Nutzer! Schon allein durch diese Zahlen wird die Relevanz des E-Mail-Marketings deutlich. Durch E-Mail-Marketing kann und darf unmittelbar verkauft werden. Und Erfolge lassen sich leicht feststellen. Aber wie sollte das E-Mail-Marketing heute ausgestaltet werden? Welche Erfolgsfaktoren sind zu berücksichtigen? Wie sind E-Mails und E-Newsletter zu gestalten, um eine möglichst hohe Wirkung zu entfalten? Und anhand welcher KPIs kann der Erfolg gemessen werden? In diesem Werk werden alle zentralen Fragen zum E-Mail-Marketing kompetent beantwortet.