Fundamentals of Business-to-Business Marketing - Mastering Business Markets (Hardcover, 2015 ed.)

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.

General

Imprint:	Springer International Publishing AG
Country of origin:	Switzerland
Series:	Springer Texts in Business and Economics
Release date:	March 2015
First published:	2015
Editors:	Michael Kleinaltenkamp • Wulff Plinke • Ian Wilkinson • Ingmar Geiger
Dimensions:	235 x 155 x 24mm (L x W x T)
Format:	Hardcover
Pages:	330
Edition:	2015 ed.
ISBN-13:	978-3-319-12462-9
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	3-319-12462-5
Barcode:	9783319124629

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