Fundamentals of Business-to-Business Marketing

Mastering Business Markets

​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.
Portrait

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.

… weiterlesen
In den Warenkorb
Filialabholung

Versandkostenfrei

Beschreibung

Produktdetails


Einband gebundene Ausgabe
Herausgeber Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger
Seitenzahl 330
Erscheinungsdatum 24.03.2015
Sprache Englisch
ISBN 978-3-319-12462-9
Reihe Springer Texts in Business and Economics
Verlag Springer
Maße (L/B/H) 244/164/25 mm
Gewicht 672
Abbildungen 126 schwarzweisse Abbildungen
Auflage 2015
Buch (gebundene Ausgabe, Englisch)
82,99
inkl. gesetzl. MwSt.
Sofort lieferbar
Versandkostenfrei
In den Warenkorb
Filialabholung

Versandkostenfrei

Andere Kunden interessierten sich auch für

  • 88779363
    Fire and Fury: Inside the Trump White House
    von Michael Wolff
    Buch (gebundene Ausgabe)
    16,99
  • 91569573
    Fire and Fury
    von Michael Wolff
    Buch (Taschenbuch)
    13,99
  • 39151356
    Harry Potter: The Complete Collection
    von Joanne K. Rowling
    (18)
    Buch (Taschenbuch)
    47,99 bisher 83,45
  • 61749461
    The Sun and Her Flowers
    von Rupi Kaur
    (4)
    Buch (Taschenbuch)
    12,99
  • 43564382
    Milk and Honey
    von Rupi Kaur
    (4)
    Buch (Taschenbuch)
    12,99 bisher 14,99
  • 70728844
    Turtles All the Way Down
    von John Green
    (6)
    Buch (gebundene Ausgabe)
    13,99
  • 1719784
    The Giver
    von Lois Lowry
    (1)
    Schulbuch (Taschenbuch)
    9,99
  • 45070243
    The Subtle Art of Not Giving A F*ck
    von Mark Manson
    Buch (Taschenbuch)
    11,99
  • 47719298
    The Princess Saves Herself in This One
    von Amanda Lovelace
    (2)
    Buch (Taschenbuch)
    9,99
  • 56877137
    Still Me
    von Jojo Moyes
    Buch (Taschenbuch)
    12,99
  • 40108511
    Sapiens
    von Yuval Noah Harari
    Buch (Taschenbuch)
    9,99
  • 17914934
    One Line a Day
    von Books LLC Staff Chronicle
    (2)
    Buch
    9,99
  • 17345365
    Cornelsen Senior English Library - Literatur / Ab 10. Schuljahr - Looking for Alaska
    von John Green
    (22)
    Schulbuch (Taschenbuch)
    10,25
  • 31405171
    Game of Thrones 5-Copy Boxed Set
    von George R. R. Martin
    (9)
    Buch (Taschenbuch)
    25,90 bisher 37,49
  • 34910866
    The Life List
    von Lori Nelson Spielman
    (7)
    Buch (Taschenbuch)
    6,99 bisher 9,70
  • 42416940
    George R. R. Martin's a Game of Thrones Leather Cloth Boxed Set (Song of Ice and Fire Series)
    von George R. R. Martin
    (9)
    Buch (Leder)
    41,99 bisher 67,49
  • 32901389
    The Hunger Games
    von Suzanne Collins
    (1)
    Schulbuch (Taschenbuch)
    9,20
  • 3012489
    The Lord of the Rings 1/3
    von J. R. R. Tolkien
    (7)
    Buch (Taschenbuch)
    15,99 bisher 23,99
  • 38930428
    We Were Liars
    von E. Lockhart
    (16)
    Buch (Taschenbuch)
    7,99 bisher 10,49
  • 46419119
    Homo Deus
    von Yuval Noah Harari
    (1)
    Buch (Taschenbuch)
    9,99

Kundenbewertungen


Es wurden noch keine Bewertungen geschrieben.