Fundamentals of Business-to-Business Marketing : Mastering Business Markets

edited by Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger

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

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Year of publication:	2015
Authors:	Kleinaltenkamp, Michael
Other Persons:	Plinke, Wulff (ed.) ; Wilkinson, Ian F. (ed.) ; Geiger, Ingmar (ed.)
Publisher:	Cham : Springer
Subject:	B-to-B-Marketing \| Business-to-business marketing \| Business-to-Business-Marketing
Description of contents:	Description [swbplus.bsz-bw.de]

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Extent:	Online-Ressource (VII, 330 p. 126 illus, online resource)
Series:	Springer Texts in Business and Economics SpringerLink / Bücher Springer eBook Collection / Business and Economics
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-3-319-12463-6 ; 978-3-319-12462-9
Other identifiers:	10.1007/978-3-319-12463-6 [DOI]
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012402053