Margit (Hrsg.) Enke

Commodity Marketing

Strategies, Concepts, and Cases

Buch

Commoditization is a major challenge for companies in a wide range of industries, and commodity marketing has become a priority for many top managers. This book tackles the key issues associated with the marketing of commodities and the processes of commoditization and de-commoditization. It summarizes the state of the art on commodity marketing, providing an overview of current debates. It also offers managerial insights, case studies, and guidance to help manage and market commodity goods and services.

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Produktdetails

Weitere Autoren: Leischnig, Alexander (Hrsg.) / Geigenmüller, Anja (Hrsg.)

ISBN: 978-3-030-90656-6
EAN: 9783030906566
Produktnummer: 38780535
Verlag: Springer International Publishing
Sprache: Englisch
Erscheinungsjahr: 2022
Seitenangabe: 436 S.
Masse: H24.1 cm x B16.0 cm x D2.9 cm 816 g
Auflage: 1st ed. 2022
Abbildungen: HC runder Rücken kaschiert
Gewicht: 816

Über den Autor

Margit Enke is a professor of marketing and international trade at Technische Universität Bergakademie Freiberg (Germany). Her primary research interests include commodity marketing, branding, communication, and services management. In addition, she is interested in understanding the impact of marketing and the role of marketing in organizations and society.Anja Geigenmueller is a professor of marketing at Technische Universität Ilmenau (Germany). In her research, she focuses on services marketing, technology marketing, relationship management, and brand management. Furthermore, she is interested in science communication.Alexander Leischnig is a professor of business-to-business marketing at Technische Universität Bergakademie Freiberg (Germany). His research interests are in the fields of alliance management, sales management, relationship management, and business digitization. In addition, he is interested in configurational thinking and approaches.