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425 sidor
2022

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.

Författare: Margit Enke, Anja Geigenmller, Alexander Leischnig
Format: Inbunden
ISBN: 9783030906566
Språk: Tyska
Antal sidor: 425
Utgivningsdatum: 2022-04-23
Förlag: Springer Nature Switzerland AG