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Fundamentals of Business-to-Business Marketing
Mastering Business Markets
Langbeschreibung
¿This textbook gives a comprehensive overview of the key principles of business marketing. The reader will be introduced into methods and theories in order to understand business markets and marketing better. Not only are the principles of business marketing addressed, but also deep knowledge of organizational buying and market research on business markets. The book sets the stage for developing marketing programs for business markets in their different facets.
Inhaltsverzeichnis
The Market Process.- The Core Concept of Marketing Management.- Introduction to Business-to-Business Marketing.- Business Buying Behavior.- Procurement Policy.- Business Market Research.
Michael Kleinaltenkamp is full professor of business and services marketing at Freie Universität Berlin. He is joint program director of the Executive Master of Business Marketing and the China-Europe Executive Master of Business Marketing programs. His research interests include business-to-business marketing and services marketing.
ISBN-13:
9783319124636
Veröffentl:
2015
Seiten:
330
Autor:
Michael Kleinaltenkamp
Serie:
Springer Texts in Business and Economics
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
1 - PDF Watermark
Sprache:
Englisch
53,49 €*
Lieferzeit: Sofort lieferbar
Alle Preise inkl. MwSt.