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Grundlagen des Business-to-Business-Marketings

In: Technischer Vertrieb

Author

Listed:
  • Michael Kleinaltenkamp

    (Freie Universität Berlin)

  • Samy Saab

    (BRUGG Rohrsysteme GmbH)

Abstract

Zusammenfassung Grundlage eines marktorientierten Marketingmanagements im B2B-Bereich ist ein Verständnis darüber, wie sich Kundenunternehmen bei der Beschaffung verhalten. Dieses Verhalten umfasst sowohl Aspekte des strategischen Beschaffungsmanagements der betreffenden Firmen als auch deren operativen Kaufverhaltens, die beide in dem vorliegenden Kapitel in ihren Grundzügen erläutert werden. Zudem führt die voranschreitende Digitalisierung in vielen Unternehmen zu einem mehr oder weniger ausgeprägten E-Procurement, das ebenfalls in seinen Grundzügen skizziert wird.

Suggested Citation

  • Michael Kleinaltenkamp & Samy Saab, 2021. "Grundlagen des Business-to-Business-Marketings," Springer Books, in: Technischer Vertrieb, edition 2, chapter 0, pages 15-43, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32512-1_2
    DOI: 10.1007/978-3-658-32512-1_2
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