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Fundamentals of Business-to-Business Marketing

Mastering Business Markets

Fundamentals of Business-to-Business Marketing by Michael Kleinaltenkamp
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​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.
Springer International Publishing; March 2015
334 pages; ISBN 9783319124636
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Title: Fundamentals of Business-to-Business Marketing
Author: Michael Kleinaltenkamp; Wulff Plinke; Ian Wilkinson; Ingmar Geiger
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