Fundamentals of Business-to-Business Marketing
Mastering Business Markets
Series: Springer Texts in Business and Economics;
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22 184 Ft
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Product details:
- Edition number 2015
- Publisher Springer International Publishing
- Date of Publication 24 March 2015
- Number of Volumes 1 pieces, Book
- ISBN 9783319124629
- Binding Hardback
- No. of pages330 pages
- Size 235x155 mm
- Weight 6328 g
- Language English
- Illustrations VII, 330 p. 126 illus. Illustrations, black & white 0
Categories
Long 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.
MoreTable of Contents:
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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