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Commodity marketing : an introduction into key concepts and processes
Enke, Margit; Geigenmüller, Anja; Leischnig, Alexander - In: Commodity Marketing : Strategies, Concepts, and Cases, (pp. 3-20). 2022
Persistent link: https://www.econbiz.de/10013271806
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Customer engagement as an approach to de-commoditisation
Nauen, Anna; Enke, Margit - In: Commodity Marketing : Strategies, Concepts, and Cases, (pp. 237-254). 2022
Persistent link: https://www.econbiz.de/10013272007
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An international perspective on commodity marketing
Czinkota, Michael R.; Enke, Margit - In: Commodity Marketing : Strategies, Concepts, and Cases, (pp. 331-347). 2022
Persistent link: https://www.econbiz.de/10013272029
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On price roles and budget branding
Ivens, Björn Sven; Müller, Brigitte; Wölfl, Steffen; … - In: Commodity Marketing : Strategies, Concepts, and Cases, (pp. 141-152). 2022
Persistent link: https://www.econbiz.de/10013272000
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A configurational perspective on brand relevance in commodity markets
Leischnig, Alexander; Geigenmüller, Anja - In: Commodity Marketing : Strategies, Concepts, and Cases, (pp. 281-292). 2022
Persistent link: https://www.econbiz.de/10013272010