Download or read book Fundamentals of Business-to-Business Marketing written by Michael Kleinaltenkamp and published by Springer. This book was released on 2015-03-02 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: ​This textbook gives a comprehensive overview of the key principles of business marketing. The reader will be introduced into methods and theories in order to understand business markets and marketing better. Not only are the principles of business marketing addressed, but also deep knowledge of organizational buying and market research on business markets. The book sets the stage for developing marketing programs for business markets in their different facets.