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Commodity Marketing : Strategies, Concepts, and Cases / edited by Margit Enke, Anja Geigenmüller, Alexander Leischnig
(Management for Professionals. ISSN:2192810X)

Publisher (Cham : Springer International Publishing : Imprint: Springer)
Year 2022
Edition 1st ed. 2022.
Authors Enke, Margit editor
Geigenmüller, Anja editor
Leischnig, Alexander editor
SpringerLink (Online service)

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OB00186003 Springer Business and Management eBooks (電子ブック) 9783030906573

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Material Type E-Book
Media type 機械可読データファイル
Size VIII, 425 p. 69 illus : online resource
Notes 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
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
HTTP:URL=https://doi.org/10.1007/978-3-030-90657-3
Subjects LCSH:Marketing
LCSH:Consumer behavior
LCSH:International business enterprises
FREE:Marketing
FREE:Consumer Behavior
FREE:International Business
Classification LCC:HF5410-5417.5
DC23:658.8
ID 8000087001
ISBN 9783030906573

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