Fundamentals of business-to-business marketing : mastering business markets / Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger, editors.
2015
HF5415.1263 .F85 2015eb
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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
3319124633 (electronic book)
9783319124629
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.
Plinke, Wulff, editor.
Wilkinson, Ian, editor.
Geiger, Ingmar, editor.
Series
Springer texts in business and economics.
Available in Other Form
Print version: 9783319124629
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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.
The Core Concept of Marketing Management
Introduction to Business-to-Business Marketing
Business Buying Behavior
Procurement Policy
Business Market Research.