企業間マーケティングの基礎 Fundamentals of Business-to-Business Marketing : Mastering Business Markets

著者名：Kleinaltenkamp, Michael (EDT)/Plinke, Wulff (EDT)/Wilkinson, Ian (EDT)/Geiger, Ingmar (EDT)

Springer（2015/03/02発売）

• 言語：ENG
• ISBN：9783319124629
• eISBN：9783319124636

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.

Table of Contents

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