Commodity marketing : strategies, concepts, and cases

dc.contributor.author	Enke, Margit (editor)
dc.contributor.author	Geigenmüller, Anja (editor)
dc.contributor.author	Leischnig, Alexander (editor)
dc.date.issued	2022
dc.identifier.isbn	978-3-030-90657-3
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/13134
dc.description.abstract	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.
dc.format	viii, 425 p. : ill.
dc.language.iso	en
dc.publisher	Springer
dc.relation.ispartofseries	Management for Professionals
dc.subject	Marketing
dc.subject	Commoditization
dc.title	Commodity marketing : strategies, concepts, and cases
dc.type	Book