Business- und Dienstleistungsmarketing

Die Vermarktung integrativ erstellter Leistungsbündel

Rolf Weiber, Michael Kleinaltenkamp, Ingmar Geiger, Hermann Diller, Manfred Kirchgeorg, Hermann Diller, Manfred Kirchgeorg

• Verlag: Kohlhammer Verlag
• Jahr: 2022
• Auflage: 2
• eBook-ISBN:
  9783170363007
• Thema: Betriebswirtschaft
• Thema: Marketing

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.

Inhaltsverzeichnis

• Deckblatt
• Titelseite
• Impressum
• Vorwort der Herausgeber zur zweiten Auflage
• Vorwort der Autoren zur zweiten Auflage
• Vorwort der Autoren zur ersten Auflage
• Motivation und Aufbau des Buches
• Inhaltsverzeichnis
• Teil I: Grundlagen des Business- und Dienstleistungsmarketings (BDM)
• Teil II: Kundenaktivitäten und -prozesse
• Teil III: Marketing in den Geschäftstypen des BDM
• Teil IV Verzeichnisse
• Stichwortverzeichnis