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Fundamentals of Business-to-Business Marketing

Mastering Business Markets

  • Textbook
  • © 2015

Overview

Editors:
  1. Michael Kleinaltenkamp

    1. Freie Universität Berlin, Berlin, Germany

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    You can also search for this editor in PubMed   Google Scholar

  2. Wulff Plinke

    1. European School of Management and Technology, Berlin, Germany

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  3. Ian Wilkinson

    1. The University of Sydney, Sydney, Australia

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  4. Ingmar Geiger

    1. Freie Universität Berlin, Berlin, Germany

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  • 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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Table of contents (6 chapters)

  1. Front Matter

    Pages i-vii
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  2. The Market Process

    • Wulff Plinke, Ian Wilkinson
    Pages 1-75

  3. The Core Concept of Marketing Management

    • Wulff Plinke
    Pages 77-127

  4. Introduction to Business-to-Business Marketing

    • Michael Kleinaltenkamp
    Pages 129-170

  5. Business Buying Behavior

    • Sabine Fließ, Wesley Johnston, Christina Sichtmann
    Pages 171-226

  6. Procurement Policy

    • Bernd Günter, Matthias Kuhl, Markus Ungruhe, Ian Wilkinson
    Pages 227-273

  7. Business Market Research

    • Frank Jacob, Rolf Weiber
    Pages 275-325

  8. Back Matter

    Pages 327-330
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Keywords

About this book

​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.

Editors and Affiliations

  • Freie Universität Berlin, Berlin, Germany

    Michael Kleinaltenkamp, Ingmar Geiger

  • European School of Management and Technology, Berlin, Germany

    Wulff Plinke

  • The University of Sydney, Sydney, Australia

    Ian Wilkinson

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

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