Part I: Fundamentals of Commodity Marketing -- Commodity Marketing: An Introduction into Key Concepts and Processes -- Commodity Differentiation: A Cross-Industry Approach -- Commodities in the Service Sector: Particularities and Implications for Marketing -- Part II: Commodity Marketing...

Grundlagen des Commodity Marketing -- Besonderheiten des Commodity Marketing (z.B. Preismanagement, Markenmanagement, Kundenbindungsmanagement) -- Branchenspezifisches Commodity Marketing (z.B. Energiesektor, Dienstleistungen) -- Commodity Marketing – eine internationale Perspektive.

Purpose – This paper's aim is to provide a conceptual framework explaining drivers of service brand equity. It refers to the trade show industry as an example for an international, highly competitive environment, where service providers face the challenge to differentiate themselves from...