Fundamentals of business-to-business marketing : mastering business markets / Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger, editors.
Kleinaltenkamp, Michael, editor.; Plinke, Wulff, editor.; Wilkinson, Ian, editor.; Geiger, Ingmar, editor.
2015
HF5415.1263 .F85 2015eb
Available Online

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Title Fundamentals of business-to-business marketing : mastering business markets / Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger, editors.
ISBN 9783319124636 (electronic book)
3319124633 (electronic book)
9783319124629
DOI https://doi.org/10.1007/978-3-319-12463-6
Published Cham : Springer, 2015.
Language English
Description 1 online resource (vii, 330 pages) : illustrations.
Item Number 10.1007/978-3-319-12463-6 doi
Call Number HF5415.1263 .F85 2015eb
Dewey Decimal Classification 658.8/04
Summary 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.
Note Includes index.
Access Note Access limited to authorized users.
Source of Description Online resource; title from PDF title page (SpringerLink, viewed March 11, 2015).
Added Author Kleinaltenkamp, Michael, editor.
Plinke, Wulff, editor.
Wilkinson, Ian, editor.
Geiger, Ingmar, editor.
Series Springer texts in business and economics.
Available in Other Form Print version: 9783319124629
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
All Resources
The Market Process
The Core Concept of Marketing Management
Introduction to Business-to-Business Marketing
Business Buying Behavior
Procurement Policy
Business Market Research.

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