Fundamentals of Business-to-Business Marketing: Mastering Business Markets (Springer Texts in Business and Economics)

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"--Jacket Front Matter....Pages i-vii The Market Process....Pages 1-75 The Core Concept of Marketing Management....Pages 77-127 Introduction to Business-to-Business Marketing....Pages 129-170 Business Buying Behavior....Pages 171-226 Procurement Policy....Pages 227-273 Business Market Research....Pages 275-325 Back Matter....Pages 327-330