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)

  Autorentext

  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.