Industriegütermarketing

Industrial goods marketing deals with the marketing of products and services to businesses. This didactically coherent, consistently two-colored work addresses not only the fundamentals but also focuses on: - Characteristics of industrial goods marketing - Determining the competitive position: organizational procurement behavior, relative competition, and resource analysis - Business-type-specific marketing in product, project, system, and integration business - Selection and change of business types. This edition has been completely revised and thoroughly updated, enriched with numerous new current examples, and designed to be very reader-friendly overall. In particular, the chapters on organizational procurement behavior, brand management, and the discussions on business types have been revised and expanded.