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Book 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 details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Fundamentals of Business-to-Business Marketing
• Subtitle: Mastering Business Markets
• Author: Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger
• Language: English
• Binding: Hardback
• Number of pages: 330
• EAN: 9783319124629
• ISBN: 3319124625
• ID: 07177357
• Publisher: Springer International Publishing AG
• Weight: 648 g
• Dimensions: 166 × 248 × 24 mm
• Date of publishing: 03. March 2015

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