Fundamentals of Business-to-Business Marketing : Mastering Business Markets / / edited by Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger
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| Titolo: |
Fundamentals of Business-to-Business Marketing : Mastering Business Markets / / edited by Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger
|
| Pubblicazione: | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2015 |
| Edizione: | 1st ed. 2015. |
| Descrizione fisica: | 1 online resource (VII, 330 p. 126 illus.) |
| Disciplina: | 658.8 |
| Soggetto topico: | Marketing |
| Leadership | |
| Globalization | |
| Markets | |
| Business Strategy/Leadership | |
| Emerging Markets/Globalization | |
| Persona (resp. second.): | KleinaltenkampMichael |
| PlinkeWulff | |
| WilkinsonIan | |
| GeigerIngmar | |
| Note generali: | Bibliographic Level Mode of Issuance: Monograph |
| Nota di contenuto: | The Market Process -- The Core Concept of Marketing Management -- Introduction to Business-to-Business Marketing -- Business Buying Behavior -- Procurement Policy -- Business Market Research. |
| Sommario/riassunto: | 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. |
| Titolo autorizzato: | Fundamentals of Business-to-Business Marketing |
| ISBN: | 3-319-12463-3 |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910298471103321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
Springer Texts in Business and Economics, . 2192-4333