Fundamentals of business-to-business marketing : mastering business markets / Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger, editors.

Format
Book
Language
English
Published/​Created
Cham : Springer, 2015.
Description
vii., 330 pages : illustrations ; 25 cm.

Details

Subject(s)
Editor
Series
Springer texts in business and economics [More in this series]
Summary note
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"--Jacket.
Contents
  • The market process / Wulff Plinke and Ian Wilkinson
  • The core concept of marketing management / Wulff Plinke
  • Introduction to business-to-business marketing / Michael Kleinaltenkamp
  • Business buying behavior / Sabine Fliess, Wesley Johnston, and Christina Sichtmann
  • Procurement policy / Bernd Günter, Matthias Kuhl, Markus Ungruhe, and Ian Wilkinson
  • Business market research / Frank Jacob and Rolf Weiber.
ISBN
  • 9783319124629
  • 3319124625
OCLC
898164850
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