TY - GEN digital ID - 131706899 TI - Fundamentals of Business-to-Business Marketing : Mastering Business Markets AU - Kleinaltenkamp, Michael AU - Plinke, Wulff AU - Wilkinson, Ian AU - Geiger, Ingmar PY - 2015 SN - 9783319124636 9783319124643 9783319124629 9783319385211 PB - Cham Springer International Publishing DB - UniCat KW - Political philosophy. Social philosophy KW - Social psychology KW - International relations. Foreign policy KW - Microeconomics KW - Developing countries: economic development problems KW - Business policy KW - Personnel management KW - Marketing KW - B2B (business-to-business) KW - marketing KW - markt KW - leidinggeven KW - strategisch beleid KW - globalisering UR - https://www.unicat.be/uniCat?func=search&query=sysid:131706899 AB - 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. ER -