Dienstleistungen haben in den entwickelten Volkswirtschaften mittlerweile eine überragende Bedeutung erlangt. Diese Veränderung hat sich zu ganz überwiegenden Teilen im Business-to-Business-Bereich (B2B) vollzogen. B2B-Marketing ist deshalb zu großen Teilen auch Dienstleistungsmarketing und...

Marketing and implementing large-volume orders and major projects calls for specific types of expertise. This textbook deals with all of the management tasks involved: order management, inquiry evaluation and proposal preparation, pricing and revenue planning, order financing and financial...

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...