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Einführung in das Business-to-Business-Marketing

In: Technischer Vertrieb

Author

Listed:
  • Michael Kleinaltenkamp

    (Freie Universität Berlin)

  • Samy Saab

    (BRUGG Rohrsysteme GmbH)

Abstract

Zusammenfassung In den entwickelten Volkswirtschaften stellen die Business-to-Business-Sektoren (B2B) die dominierenden Wirtschaftsbereiche dar. Sowohl im Produzierenden Gewerbe als auch im Dienstleistungsbereich werden weit über die Hälfte aller Umsätze mit Kunden erzielt, die selbst wiederum als Anbieter auf ihren Märkten tätig sind und dort Marketing betreiben. Im vorliegenden einführenden Kapitel werden der Begriff und die Merkmale des B2B-Marketings erläutert und aufgezeigt, durch welche grundlegenden Aspekte die Austauschprozesse, die Marktorientierung und das Marketingmanagement in diesem Bereich gekennzeichnet sind.

Suggested Citation

  • Michael Kleinaltenkamp & Samy Saab, 2021. "Einführung in das Business-to-Business-Marketing," Springer Books, in: Technischer Vertrieb, edition 2, chapter 0, pages 1-14, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32512-1_1
    DOI: 10.1007/978-3-658-32512-1_1
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