Fundamentals of Business-to-Business Marketing Mastering Business Markets - Springer Texts in Business and Economics

Michael Kleinaltenkamp (editor), Wulff Plinke (editor), Ian Wilkinson (editor), Ingmar Geiger (editor)

2015

Hardback (24 Mar 2015)

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Publisher's Synopsis

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.

Book information

ISBN:	9783319124629
Publisher:	Springer International Publishing
Imprint:	Springer
Pub date:	24 Mar 2015
Edition:	2015
DEWEY:	658.804
DEWEY edition:	23
Language:	English
Number of pages:	330
Weight:	648g
Height:	166mm
Width:	248mm
Spine width:	24mm