Fundamentals of Business-to-Business Marketing: Mastering Business Markets
Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger (eds.)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.
Categorias:
Ano:
2015
Edição:
1
Editora:
Springer International Publishing
Idioma:
english
Páginas:
330
ISBN 10:
3319124625
ISBN 13:
9783319124629
Série:
Springer Texts in Business and Economics
Arquivo:
PDF, 7.98 MB
IPFS:
,
english, 2015
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