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Commodity Marketing: Grundlagen - Besonderheiten - Erfahrungen
Hardcover
ISBN13: 9783658029241
Publisher: Springer Nature
Published: May 2 2014
Pages: 498
Weight: 2.24
Height: 1.13 Width: 6.69 Depth: 9.61
Language: German
Die Abgrenzung von Angeboten der Wettbewerber sowie die Profilierung der eigenen Leistungen gegenüber den Kunden ist insbesondere bei Commodities, d.h. undifferenzierten, homogenen und ma geblich über den Preis unterscheidbaren Leistungen, eine gro e Herausforderung. Die Besonderheiten von Commodities haben dabei einen wesentlichen Einfluss auf die Ausgestaltung der Management- und Marketingaktivitäten. Renommierte Autoren aus Wissenschaft und Praxis liefern in Commodity Marketing den State of the Art zu diesem Themengebiet.
In der 3. Auflage wurden bisherige Erkenntnisse zum Commodity Marketing um aktuelle Ergebnisse ergänzt. Darüber hinaus wurde das Buch um eine internationale Perspektive erweitert und geht somit Fragestellungen des Commodity Marketing im internationalen Kontext nach.
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