Fundamentals of Business-to-Business Marketing

Mastering Business Markets

330 Seiten, Hardcover

Kurzbeschreibung des Verlags

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.

• Reihe: Springer Texts in Business and Economics
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb
• ISBN: 9783319124629
• Sprache: Englisch
• Erscheinungsdatum: 24.03.2015
• Größe: 23.5 x 15.5 cm
• Verlag: Springer International Publishing
• Herausgegeben von: Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger