Fundamentals of Business-to-Business Marketing | Mastering Business Markets | ISBN 9783319385211

Fundamentals of Business-to-Business Marketing

Mastering Business Markets

herausgegeben von Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson und Ingmar Geiger
Mitwirkende
Herausgegeben vonMichael Kleinaltenkamp
Herausgegeben vonWulff Plinke
Herausgegeben vonIan Wilkinson
Herausgegeben vonIngmar Geiger
Buchcover Fundamentals of Business-to-Business Marketing  | EAN 9783319385211 | ISBN 3-319-38521-6 | ISBN 978-3-319-38521-1

Fundamentals of Business-to-Business Marketing

Mastering Business Markets

herausgegeben von Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson und Ingmar Geiger
Mitwirkende
Herausgegeben vonMichael Kleinaltenkamp
Herausgegeben vonWulff Plinke
Herausgegeben vonIan Wilkinson
Herausgegeben vonIngmar Geiger
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.