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Introduction to Business-to-Business Marketing

In: Fundamentals of Business-to-Business Marketing

Author

Listed:
  • Michael Kleinaltenkamp

    (Freie Universität Berlin)

Abstract

This chapter describes the main characteristics of business-to-business markets, including value chain systems and derived demand and how these affects marketing management in firms. Four types of business-to-business markets are distinguished: production goods; capital goods; system technologies; and business services. The final section describes the main dimensions of business-to-business marketing that are addressed in the subsequent chapters.

Suggested Citation

  • Michael Kleinaltenkamp, 2015. "Introduction to Business-to-Business Marketing," Springer Texts in Business and Economics, in: Michael Kleinaltenkamp & Wulff Plinke & Ian Wilkinson & Ingmar Geiger (ed.), Fundamentals of Business-to-Business Marketing, edition 127, chapter 3, pages 129-170, Springer.
    • Handle: RePEc:spr:sptchp:978-3-319-12463-6_3
    DOI: 10.1007/978-3-319-12463-6_3
    as

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