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Commodity Marketing = Strategies, Concepts, and Cases /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Commodity Marketing/ edited by Margit Enke, Anja Geigenmüller, Alexander Leischnig.
其他題名:	Strategies, Concepts, and Cases /
其他作者:	Enke, Margit.
面頁冊數:	VIII, 425 p. 69 illus.online resource. :
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-3-030-90657-3
ISBN:	9783030906573

Commodity Marketing = Strategies, Concepts, and Cases /
Commodity MarketingStrategies, Concepts, and Cases /[electronic resource] :edited by Margit Enke, Anja Geigenmüller, Alexander Leischnig. - 1st ed. 2022. - VIII, 425 p. 69 illus.online resource. - Management for Professionals,2192-810X. - Management for Professionals,.

Part I: Fundamentals of Commodity Marketing -- Commodity Marketing: An Introduction into Key Concepts and Processes -- Commodity Differentiation: A Cross-Industry Approach -- Commodities in the Service Sector: Particularities and Implications for Marketing -- Part II: Commodity Marketing Strategies and Tools -- Commodity Pricing: Fast, Simple, Intelligent -- Price Negotiations in Commodity Markets -- A Behavioral Approach to Pricing in Commodity Markets: Dual Processing of Prices within and around Willingness-to-Pay Ranges -- Price Knowledge and Price Expectations: Their Role for Customer Relationship Marketing of Telecommunications Providers -- On Price Roles and Budget Branding -- Customer Participation and Commodity Marketing -- An Economic View on Group Buying as Marketing Approach for Commodities -- Commodities and Customer Loyalty: Squaring of the Circle? -- Updates on the Connection Between Customer Relationship Management and Commoditization -- Customer Engagement as an Approach to De-Commoditisation -- On Becoming Market Oriented in a Commodity Market: Aligning Internal Operational Capabilities with Customer Needs -- Differentiating the Indifferent: Dealing with Commoditization Paradox Through Innovation -- A Configurational Perspective on Brand Relevance in Commodity Markets -- Influencer Marketing as a Counterstrategy to the Commoditization of Marketing Communications: A Bibliometric Analysis -- Part III: Commodity Marketing in Specific Contexts -- An International Perspective on Commodity Marketing -- Non-price-Related De-commoditization: An Exploratory Study in the Refractories Industry -- CRM in the Energy Market: Customer Relationship Management in Commodity Industries Using the Example of an Energy Service Provider -- Illuminating Organizational Processes Behind the Rising Phenomenon of Industry Commoditization -- De-commoditization in B2B Markets: A Communication Perspective.

Commoditization is a major challenge for companies in a wide range of industries, and commodity marketing has become a priority for many top managers. This book tackles the key issues associated with the marketing of commodities and the processes of commoditization and de-commoditization. It summarizes the state of the art on commodity marketing, providing an overview of current debates. It also offers managerial insights, case studies, and guidance to help manage and market commodity goods and services.

ISBN: 9783030906573

Standard No.: 10.1007/978-3-030-90657-3doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Commodity Marketing = Strategies, Concepts, and Cases /
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