Commodity marketing = strategies, co...
Enke, Margit.

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  • Commodity marketing = strategies, concepts, and cases /
  • 紀錄類型: 書目-電子資源 : Monograph/item
    正題名/作者: Commodity marketing/ edited by Margit Enke, Anja Geigenmuller, Alexander Leischnig.
    其他題名: strategies, concepts, and cases /
    其他作者: Enke, Margit.
    出版者: Cham :Springer International Publishing : : 2022.,
    面頁冊數: viii, 425 p. :ill., digital ;24 cm.
    內容註: Part I: Fundamentals of Commodity Marketing -- Commodity Marketing: An Introduction into Key Concepts and Processes -- Commodity Differentiation: A Cross-Industry Approach -- Commodities in the Service Sector: Particularities and Implications for Marketing -- Part II: Commodity Marketing Strategies and Tools -- Commodity Pricing: Fast, Simple, Intelligent -- Price Negotiations in Commodity Markets -- A Behavioral Approach to Pricing in Commodity Markets: Dual Processing of Prices within and around Willingness-to-Pay Ranges -- Price Knowledge and Price Expectations: Their Role for Customer Relationship Marketing of Telecommunications Providers -- On Price Roles and Budget Branding -- Customer Participation and Commodity Marketing -- An Economic View on Group Buying as Marketing Approach for Commodities -- Commodities and Customer Loyalty: Squaring of the Circle? -- Updates on the Connection Between Customer Relationship Management and Commoditization -- Customer Engagement as an Approach to De-Commoditisation -- On Becoming Market Oriented in a Commodity Market: Aligning Internal Operational Capabilities with Customer Needs -- Differentiating the Indifferent: Dealing with Commoditization Paradox Through Innovation -- A Configurational Perspective on Brand Relevance in Commodity Markets -- Influencer Marketing as a Counterstrategy to the Commoditization of Marketing Communications: A Bibliometric Analysis -- Part III: Commodity Marketing in Specific Contexts -- An International Perspective on Commodity Marketing -- Non-price-Related De-commoditization: An Exploratory Study in the Refractories Industry -- CRM in the Energy Market: Customer Relationship Management in Commodity Industries Using the Example of an Energy Service Provider -- Illuminating Organizational Processes Behind the Rising Phenomenon of Industry Commoditization -- De-commoditization in B2B Markets: A Communication Perspective.
    Contained By: Springer Nature eBook
    標題: Commercial products - Marketing. -
    電子資源: https://doi.org/10.1007/978-3-030-90657-3
    ISBN: 9783030906573
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