Fundamentals of Business-to-Business Marketing : Mastering Business Markets (Springer Texts in Business and Economics) / Kleinaltenkamp, Michael (EDT)/ Plinke, Wulff (EDT)/ Wilkinson, Ian (EDT)

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Fundamentals of Business-to-Business Marketing : Mastering Business Markets (Springer Texts in Business and Economics)

Kleinaltenkamp, Michael (EDT)/ Plinke, Wulff (EDT)/ Wilkinson, Ian (EDT)

Springer International Publishing AG（2016/10発売）

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製本 Paperback:紙装版/ペーパーバック版／ページ数 330 p.
商品コード 9783319385211

Full Description

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.

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