Commoditization is a major challenge for companies in a wide range of industries, and commodity marketing has become a priority for many top managers. This book tackles the key issues associated with the marketing of commodities and the processes of commoditization and de-commoditization. It summarizes the state of the art on commodity marketing, providing an overview of current debates. It also offers managerial insights, case studies, and guidance to help manage and market commodity goods and services.
A Behavioral Approach to Pricing in Commodity Markets Dual Processing of Prices within and around WillingnesstoPay Ranges
Price Knowledge and Price Expectations Their Role for Customer Relationship Marketing of Telecommunications Providers
Customer Engagement as an Approach to DeCommoditisationOn 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 MarketsInfluencer 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 NonpriceRelated Decommoditization An Exploratory Study in the Refractories Industry 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 CommoditizationCRM in the Energy Market Customer Relationship Management in Commodity Industries Using the Example of an Energy Service Prov
Illuminating Organizational Processes Behind the Rising Phenomenon of Industry Commoditization Decommoditization in B2B Markets A Communication PerspectiveMargit Enke is a professor of marketing and international trade at Technische Universität Bergakademie Freiberg (Germany). Her primary research interests include commodity marketing, branding, communication, and services management. In addition, she is interested in understanding the impact of marketing and the role of marketing in organizations and society.
Anja Geigenmueller is a professor of marketing at Technische Universität Ilmenau (Germany). In her research, she focuses on services marketing, technology marketing, relationship management, and brand management. Furthermore, she is interested in science communication.
Alexander Leischnig is a professor of business-to-business marketing at Technische Universität Bergakademie Freiberg (Germany). His research interests are in the fields of alliance management, sales management, relationship management, and business digitization. In addition, he is interested in configurational thinking and approaches.
| Название | Commodity Marketing: Strategies, Concepts, and Cases Management for Professionals |
| Редакторы | Margit Enke , Anja Geigenmüller , Alexander Leischnig |
| Издание: | перепечатанное |
| Издатель | Springer Nature, 2022 |
| ISBN | 3030906574, 9783030906573 |
| Количество страниц | Всего страниц: 425 |
| Экспорт цитаты | BiBTeX EndNote RefMan |