TY  - GEN
N2  - 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.
DO  - 10.1007/978-3-319-12463-6
DO  - doi
AB  - 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.
T1  - Fundamentals of business-to-business marketing :mastering business markets /
AU  - Kleinaltenkamp, Michael,
AU  - Plinke, Wulff,
AU  - Wilkinson, Ian,
AU  - Geiger, Ingmar,
CN  - HF5415.1263
N1  - Includes index.
ID  - 762693
KW  - Industrial marketing.
SN  - 9783319124636
SN  - 3319124633
TI  - Fundamentals of business-to-business marketing :mastering business markets /
LK  - https://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-319-12463-6
UR  - https://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-319-12463-6
ER  -