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Industriegütermarketing

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Branchenspezifisches Marketing

Zusammenfassung

Industriegüter sind Güter oder Dienstleistungen, die von Organisationen (keine privaten Haushalte oder Konsumenten) beschafft werden, um sie im eigenen Leistungserstellungsprozeß zu ge- bzw. zu verbrauchen oder aber um sie unverändert an andere Organisationen (z. B. Händler) weiterzuverkaufen. In der englischsprachigen Literatur wird der Begriff „Industrial Marketing“ oder „Business-to-Business-Marketing“ verwendet, wobei der zweite Begriff weiter gefaßt ist.

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Authors
  1. Christian Homburg
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  2. Janna Schneider
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Editors and Affiliations

  1. Betriebswirtschaftslehre mit Schwerpunkt Management im Gesundheitswesen, Albert-Ludwigs-Universität Freiburg, Deutschland

    Dieter K. Tscheulin (Ordinarius für Betriebswirtschaftslehre, Lehrstuhl) & Bernd Helmig (Habilitand am Lehrstuhl von Prof. Dr. Dieter K. Tscheulin, Lehrstuhl) (Ordinarius für Betriebswirtschaftslehre, Lehrstuhl) &  (Habilitand am Lehrstuhl von Prof. Dr. Dieter K. Tscheulin, Lehrstuhl)

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© 2001 Springer Fachmedien Wiesbaden

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Homburg, C., Schneider, J. (2001). Industriegütermarketing. In: Tscheulin, D.K., Helmig, B. (eds) Branchenspezifisches Marketing. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-663-09439-5_25

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  • DOI: https://doi.org/10.1007/978-3-663-09439-5_25

  • Publisher Name: Gabler Verlag, Wiesbaden

  • Print ISBN: 978-3-663-09440-1

  • Online ISBN: 978-3-663-09439-5

  • eBook Packages: Springer Book Archive

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