Details

Subject(s)

• Industrial marketing [Browse]

Editor

• Kleinaltenkamp, Michael [Browse]
• Plinke, Wulff [Browse]
• Wilkinson, Ian (Managing Director of Cotswold Seeds) [Browse]
• Geiger, Ingmar [Browse]

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.

Show 3 more Contents items

ISBN

• 9783319124629
• 3319124625

OCLC

898164850

Statement on language in description

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