Overview
- Provides a comprehensive overview of the economic fundamentals of business markets and business marketing
- Focuses on all activities needed to gain a deep understanding of business markets
- Sets the stage for all business marketing activities
- Includes supplementary material: sn.pub/extras
Part of the book series: Springer Texts in Business and Economics (STBE)
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Keywords
Table of contents (6 chapters)
Editors and Affiliations
About the editors
Michael Kleinaltenkamp is full professor of business and services marketing at Freie Universität Berlin. He is joint program director of the Executive Master of Business Marketing and the China-Europe Executive Master of Business Marketing programs. His research interests include business-to-business marketing and services marketing.
Wulff Plinke is the founding dean of the European School of Management and Technology (ESMT) in Berlin. Before his spell at ESMT he held positions as full professor at Humboldt Universität zu Berlin and Freie Universität Berlin. His research interest lies in the area business-to-business marketing.
Ian Wilkinson is Honorary Professor at the University of Sydney. He has been a Professor at the University of New South Wales as well as Foundation Chair in Marketing at the University of Western Sydney before. His research focus is on business to business marketing, with an emphasis on the nature and role of business relations and networks.
Ingmar Geiger is an assistant professor of business and services marketing at Freie Universität Berlin. He is joint program director of the Executive Master of Business Marketing and the China-Europe Executive Master of Business Marketing programs. His research interests include business-to-business marketing and negotiations.
Bibliographic Information
Book Title: Fundamentals of Business-to-Business Marketing
Book Subtitle: Mastering Business Markets
Editors: Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger
Series Title: Springer Texts in Business and Economics
DOI: https://doi.org/10.1007/978-3-319-12463-6
Publisher: Springer Cham
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer International Publishing Switzerland 2015
Hardcover ISBN: 978-3-319-12462-9Published: 24 March 2015
Softcover ISBN: 978-3-319-38521-1Published: 29 October 2016
eBook ISBN: 978-3-319-12463-6Published: 02 March 2015
Series ISSN: 2192-4333
Series E-ISSN: 2192-4341
Edition Number: 1
Number of Pages: VII, 330
Number of Illustrations: 126 b/w illustrations
Topics: Marketing, Business Strategy/Leadership, Emerging Markets/Globalization