Books by Ralf T. Kreutzer

Artificial Intelligence (AI) will change the lives of people and businesses more fundamentally than many people can even imagine today. In turn, the book assesses the potential that AI holds, and clarifies the framework that is necessary for pursuing a responsible approach to AI.

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.

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.

This book will help readers begin to formulate a digital strategy for their company or brand. It provides insider information on the challenges for existing business models and digital transformation.