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Fundamentals of Business-to-Business Marketing = Mastering Business Markets /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Fundamentals of Business-to-Business Marketing/ edited by Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger.
Reminder of title:	Mastering Business Markets /
other author:	Kleinaltenkamp, Michael.
Description:	VII, 330 p. 126 illus.online resource. :
Contained By:	Springer Nature eBook
Subject:	Marketing. -
Online resource:	https://doi.org/10.1007/978-3-319-12463-6
ISBN:	9783319124636

Fundamentals of Business-to-Business Marketing = Mastering Business Markets /
Fundamentals of Business-to-Business MarketingMastering Business Markets /[electronic resource] :edited by Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger. - 1st ed. 2015. - VII, 330 p. 126 illus.online resource. - Springer Texts in Business and Economics,2192-4333. - Springer Texts in Business and Economics,.

The Market Process -- The Core Concept of Marketing Management -- Introduction to Business-to-Business Marketing -- Business Buying Behavior -- Procurement Policy -- Business Market Research.

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.

ISBN: 9783319124636

Standard No.: 10.1007/978-3-319-12463-6doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Fundamentals of Business-to-Business Marketing = Mastering Business Markets /
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