Commodity Marketing : Strategies, Concepts, and Cases / Margit Enke, Anja Geigenmüller, Alexander Leischnig
Publication year: 2022
ISBN: 978-3-030-90657-3
Internet Resource: Please Login to download book
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.
Subject: Business, Marketing, Business and Management, Consumer Behavior, International Business, Commodity Marketing, Commoditization
