​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: |
October 2016 |
First published: |
2015 |
Editors: |
Michael Kleinaltenkamp
• Wulff Plinke
• Ian Wilkinson
• Ingmar Geiger
|
Dimensions: |
235 x 155 x 18mm (L x W x T) |
Format: |
Paperback
|
Pages: |
330 |
Edition: |
Softcover reprint of the original 1st ed. 2015 |
ISBN-13: |
978-3-319-38521-1 |
Categories: |
Books >
Business & Economics >
General
|
LSN: |
3-319-38521-6 |
Barcode: |
9783319385211 |
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