Fundamentals of Business-to-Business Marketing Mastering Business Markets /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Kleinaltenkamp, Michael (Editor), Plinke, Wulff (Editor), Wilkinson, Ian (Editor), Geiger, Ingmar (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2015.
• Series: Springer Texts in Business and Economics,
• Subjects: Business.; Marketing.; Leadership.; Globalization.; Markets.; Business and Management.; Business Strategy/Leadership.; Emerging Markets/Globalization.

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 orga...