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Mahmut Arica & Henning Hummels
B2B-Marketing und Vertrieb [EPUB ebook]
Strategie – Instrumente – Umsetzung

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Dieses Lehrbuch bietet einen umfassenden Überblick über die Vermarktung und den Vertrieb von Produkten und Dienstleistungen zwischen Unternehmen, also Business-to-Business (B2B). Insbesondere vor dem Hintergrund der Digitalisierung werden Herausforderungen und Potenziale dargestellt und anhand von Fallbeispielen illustriert. Wissenschaftlich fundiert und praxisorientiert werden alle wesentlichen Dimensionen der kundenorientierten Gestaltung der Geschäftsbeziehung zwischen Unternehmen systematisch hergeleitet und verständlich erläutert. Das Buch richtet sich damit an alle, die sich mit B2B-Marketing und Vertrieb im Rahmen ihres Studiums, ihrer Aus- und Weiterbildung sowie ihrer beruflichen Praxis auseinandersetzen.

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Language German ● Format EPUB ● ISBN 9783658378677 ● Publisher Springer Fachmedien Wiesbaden ● Published 2023 ● Downloadable 3 times ● Currency EUR ● ID 8825711 ● Copy protection Adobe DRM

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