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

• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Άλλοι συγγραφείς: Kleinaltenkamp, Michael (Επιμελητής έκδοσης), Plinke, Wulff (Επιμελητής έκδοσης), Wilkinson, Ian (Επιμελητής έκδοσης), Geiger, Ingmar (Επιμελητής έκδοσης)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Springer, 2015.
• Σειρά: Springer Texts in Business and Economics,
• Θέματα: 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...

Πίνακας περιεχομένων:

• The Market Process
• The Core Concept of Marketing Management
• Introduction to Business-to-Business Marketing
• Business Buying Behavior
• Procurement Policy
• Business Market Research.