Der Industrielle Kunde als Analyseobjekt -- Geschäftsmodelle und Marketing-Strategien -- Marketing-Instrumente (Produktpolitik, Kommunikationspolitik, Vertriebspolitik, Preispolitik).- Industriegütermarketing-Controlling.

Interdisciplinary approaches are critical to solve the interesting problems of the day. Branding, product design, and innovation are topics that have not been covered in the series so far but have been gaining attention. In all three cases, there is significant research and practitioner...