Fundamentals of Business-to-Business Marketing by Michael Kleinaltenkamp
This textbook gives a comprehensive overview of the key principles of business marketing. Not only are the principles of business marketing addressed, but also deep knowledge of organizational buying and market research on business markets.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.
| SKU | Unavailable |
| ISBN 13 | 9783319124629 |
| ISBN 10 | 3319124625 |
| Title | Fundamentals of Business-to-Business Marketing |
| Author | Michael Kleinaltenkamp |
| Series | Springer Texts In Business And Economics |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Springer International Publishing AG |
| Year published | 2015-03-24 |
| Number of pages | 330 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |