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.
Про автора
Prof. Rolf Weiber is Professor of Marketing and Innovation at the University of Trier. Emeritus Prof. Michael Kleinaltenkamp was Professor of Business and Services Marketing and Director of the Executive Master of Business Marketing program at the Free University of Berlin until 2020. Prof. Ingmar Geiger is Professor of Marketing and Statistics, specializing in capital goods marketing, at Aalen University of Applied Sciences, Economics and Technology.
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