Business- und Dienstleistungsmarketing (häftad)
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Format
E-bok
Filformat
PDF med LCP-kryptering (0.0 MB)
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Nedladdning
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Språk
Tyska
Utgivningsdatum
2022-10-12
Förlag
W. Kohlhammer GmbH
ISBN
9783170362994

Business- und Dienstleistungsmarketing E-bok

Die Vermarktung integrativ erstellter Leistungsbundel

E-bok (PDF, LCP),  Tyska, 2022-10-12
453
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Finns även som
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.

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