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Business- und Dienstleistungsmarketing

,

Michael Kleinaltenkamp

,

E-Book (epub), 468 Seiten

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In the developed economies, services have now risen to paramount importance. This change has overwhelmingly taken place in the bus...

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E-Book (epub)

Beschreibung

In the developed economies, services have now risen to paramount importance. This change has overwhelmingly taken place in the business-to-business (B2B) sector. B2B marketing therefore to a large extent also involves services marketing, and vice versa. To do justice to these developments, this textbook follows the ?business and services marketing= (BSM) approach, which integrates the two fields and for which it provides the basic theoretical and practical knowledge. To begin with, the most important customer activities and processes are presented, and the special features of the marketing of service packages are then explained. In addition, four types of BSM business (spot, commodity, project, and joint business) are distinguished and the marketing characteristics of each of these business types are discussed. Current developments in digitalization and their implications for BSM are also taken into account.

Produktinformationen

Titel:

Business- und Dienstleistungsmarketing

Untertitel:

Die Vermarktung integrativ erstellter Leistungsbündel

Autor:

,

Michael Kleinaltenkamp

,

Editor:

,

Manfred Kirchgeorg

EAN:

9783170363007

Format:

E-Book (epub)

Hersteller:

Genre:

Werbung, Marketing

Veröffentlichung:

12.10.2022

Digitaler Kopierschutz:

Wasserzeichen

Dateigrösse:

7.32 MB

Anzahl Seiten:

468

Auflage:

2., erweiterte und aktualisierte Auflage

Tags

#Btb-Marketing, #Geschäftstyp, #Kundenaktivität, #Leistungsbündel

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