0

Business- und Dienstleistungsmarketing

Die Vermarktung integrativ erstellter Leistungsbündel, Kohlhammer Edition Marketing

44,00 €
(inkl. MwSt.)

Lieferbar innerhalb 24 Stunden

In den Warenkorb
Bibliografische Daten
ISBN/EAN: 9783170362987
Sprache: Deutsch
Umfang: 466 S., 143 Fotos
Format (T/L/B): 2.5 x 23 x 15.5 cm
Auflage: 2. Auflage 2022
Einband: kartoniertes Buch

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.

Autorenportrait

Prof. Dr. Rolf Weiber ist Inhaber der Professur für Marketing und Innovation an der Universität Trier. Prof. a. D. Dr. Dr. h.c. Michael Kleinaltenkamp war bis 2020 Inhaber der Professur für Business- und Dienstleistungsmarketing sowie Leiter des Studiengangs "Executive Master of Business Marketing" an der Freien Universität Berlin. Prof. Dr. Ingmar Geiger ist Inhaber der Professur für Marketing und Statistik, insb. Investitionsgütermarketing an der Hochschule Aalen - Wirtschaft und Technik.