Fundamentals of business-to-business marketing : mastering business markets
Title By: Kleinaltenkamp, Michael [Edited by] | Plinke, Wulff [Edited by] | Wilkinson, Ian [Edited by] | Geiger, Ingmar [Edited by]
Material type:
BookSeries: Publisher: Cham : Springer, c2015.Description: vii, 330 p. : ill. ; 25 cm.ISBN: 9783319124629Subject(s): Industrial marketing | Economics/Management Science | Marketing | Business Strategy/Leadership
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.
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.804 FU ND (Browse shelf) | Available | T0018745 |
Total holds: 0
, Shelving location: Main Collection Close shelf browser
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.