Fundamentals of Business-to-Business Marketing Mastering Business Markets
Description
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.
Keywords
Business & EconomicsMarketingManagementSales & SellingAdvertising & PromotionStrategic PlanningResearch
2015Book
Author(s)Michael Kleinaltenkamp, Ian Wilkinson, Ingmar Geiger, Wulff Plinke
PublisherSpringer International Publishing
ISBN9783319124629
LanguageEnglish
