Fundamentals of Business-To-Business Marketing: Mastering Business Markets

ISBN-13: 9783319385211 / Angielski / Miękka / 2016 / 330 str.

Michael Kleinaltenkamp; Wulff Plinke; Ian Wilkinson

Opis

� This textbook gives a comprehensive overview of the key principles of business marketing. Not only are the principles of business marketing addressed, but also deep knowledge of organizational buying and market research on business markets.

Spis treści

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

O autorze

Michael Kleinaltenkamp is full professor of business and services marketing at Freie Universität Berlin. He is joint program director of the Executive Master of Business Marketing and the China-Europe Executive Master of Business Marketing programs. His research interests include business-to-business marketing and services marketing.

Wulff Plinke is the founding dean of the European School of Management and Technology (ESMT) in Berlin. Before his spell at ESMT he held positions as full professor at Humboldt Universität zu Berlin and Freie Universität Berlin. His research interest lies in the area business-to-business marketing.

Ian Wilkinson is Honorary Professor at the University of Sydney. He has been a Professor at the University of New South Wales as well as Foundation Chair in Marketing at the University of Western Sydney before. His research focus is on business to business marketing, with an emphasis on the nature and role of business relations and networks.

Ingmar Geiger is an assistant professor of business and services marketing at Freie Universität Berlin. He is joint program director of the Executive Master of Business Marketing and the China-Europe Executive Master of Business Marketing programs. His research interests include business-to-business marketing and negotiations.

Blurb

​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.