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Fundamentals of business-to-business marketing : mastering business markets Michael Kleinaltenkamp ... [et al.]

Contributor(s): Material type: TextTextSeries: Publication details: Cham : Springer, c2015.Description: vii, 330 p. : ill. ; 25 cmISBN:
  • 9783319124629
Subject(s):
Contents:
The Market Process -- The Core Concept of Marketing Management -- Introduction to Business-to-Business Marketing -- Business Buying Behavior -- Procurement Policy -- Business Market Research.
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.
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.804 FU ND (Browse shelf(Opens below)) Available T0018745

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.

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

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