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2015 | Buch

Fundamentals of Business-to-Business Marketing

Mastering Business Markets

herausgegeben von: Michael Kleinaltenkamp, Wulff Plinke, Ian Wilkinson, Ingmar Geiger

Verlag: Springer International Publishing

Buchreihe : Springer Texts in Business and Economics

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Über dieses Buch

​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.

Inhaltsverzeichnis

Frontmatter
1. The Market Process
Abstract
People participate in markets as buyers and sellers to achieve mutual benefit. Both are trying to solve problems. This chapter describes a model of market transactions and exchange processes, which provides the basis for understanding what affects performance in market competition.
Wulff Plinke, Ian Wilkinson
2. The Core Concept of Marketing Management
Abstract
This chapter focuses on the evolution of the marketing concept and the components of marketing management in firms. The first part is about the way our understanding of marketing has developed over time, including market and customer orientation. The second part discusses in more depth the management of marketing activities in firms and the nature and role of market and customer orientation.
Wulff Plinke
3. Introduction to Business-to-Business Marketing
Abstract
This chapter describes the main characteristics of business-to-business markets, including value chain systems and derived demand and how these affects marketing management in firms. Four types of business-to-business markets are distinguished: production goods; capital goods; system technologies; and business services. The final section describes the main dimensions of business-to-business marketing that are addressed in the subsequent chapters.
Michael Kleinaltenkamp
4. Business Buying Behavior
Abstract
The objective of this chapter is to explain the decision-making process underlying organizational-buying behavior. Three main questions are addressed: Who is the buyer? What is the meaning of organizational-buying behavior? What are the main factors affecting organizational-buying behavior? In addition, different theories of buying behavior are described that help the analysis of organizational-buying behavior.
Sabine Fließ, Wesley Johnston, Christina Sichtmann
5. Procurement Policy
Abstract
The subject of this chapter is supply chain management. It describes a number of changes in technology that have taken place in recent times that have significant implications for supply chain management. The nature of supply chain management strategies is explained, including the make or buy decision. This chapter also discusses about what is involved in supply chain planning, implementation, and quality control.
Bernd Günter, Matthias Kuhl, Markus Ungruhe, Ian Wilkinson
6. Business Market Research
Abstract
Market research is essential for reducing firm uncertainty and sustaining a firm’s competitiveness in business-to business marketing. This chapter describes the different types of market research firm’s use to improve their understanding of the markets in which they compete. In addition, we describe the ways knowledge from individual market transactions can be transformed into valuable market information. The final part of the chapter discusses the communication of market information in the firm.
Frank Jacob, Rolf Weiber
Backmatter
Metadaten
Titel
Fundamentals of Business-to-Business Marketing
herausgegeben von
Michael Kleinaltenkamp
Wulff Plinke
Ian Wilkinson
Ingmar Geiger
Copyright-Jahr
2015
Electronic ISBN
978-3-319-12463-6
Print ISBN
978-3-319-12462-9
DOI
https://doi.org/10.1007/978-3-319-12463-6