Fundamentals of Business-to-Business Marketing
Mastering Business Markets
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ISBN-13:
9783319385211
Veröffentl:
2016
Einband:
Paperback
Erscheinungsdatum:
29.10.2016
Seiten:
340
Autor:
Michael Kleinaltenkamp
Gewicht:
517 g
Format:
235x155x19 mm
Serie:
Springer Texts in Business and Economics
Sprache:
Englisch
Beschreibung:
¿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.
Provides a comprehensive overview of the economic fundamentals of business markets and business marketing
The Market Process.- The Core Concept of Marketing Management.- Introduction to Business-to-Business Marketing.- Business Buying Behavior.- Procurement Policy.- Business Market Research.
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