| Description |
1 online resource (vii, 330 pages) : illustrations. |
|
text file PDF |
| Physical Medium |
polychrome |
| Series |
Springer texts in business and economics,
2192-4333
|
|
Springer texts in business and economics.
2192-4333
|
| Note |
Includes index. |
| 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. |
| Contents |
The Market Process -- The Core Concept of Marketing Management -- Introduction to Business-to-Business Marketing -- Business Buying Behavior -- Procurement Policy -- Business Market Research. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Language |
English. |
| Subject |
Industrial marketing.
|
|
Industrial marketing. |
|
Business strategy. |
|
Market research. |
|
Sales & marketing. |
|
Business & Economics -- Management. |
|
Business & Economics -- General. |
|
Business & Economics -- Marketing -- General. |
| Genre/Form |
Electronic books.
|
| Added Author |
Kleinaltenkamp, Michael, editor.
|
|
Plinke, Wulff, editor.
|
|
Wilkinson, Ian, editor.
|
|
Geiger, Ingmar, editor.
|
| Other Form: |
Print version: 9783319124629 |
| ISBN |
9783319124636 (electronic book) |
|
3319124633 (electronic book) |
|
3319124625 (print) |
|
9783319124629 (print) |
| Standard No. |
10.1007/978-3-319-12463-6 |
|
