Commodity Marketing

Strategies, Concepts, and Cases

Margit Enke, Anja Geigenmüller, Alexander Leischnig

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English

Springer Nature Switzerland AG
23 April 2023

Behavioural economics; International business; Sales & marketing

Series: Management for Professionals

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.

Edited by: Margit Enke, Anja Geigenmüller, Alexander Leischnig
Imprint: Springer Nature Switzerland AG
Country of Publication: Switzerland
Edition: 1st ed. 2022
Dimensions: Height: 235mm, Width: 155mm,
Weight: 664g
ISBN: 9783030906597
ISBN 10: 3030906590
Series: Management for Professionals
Pages: 425
Publication Date: 23 April 2023
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

Margit Enke is a professor of marketing and international trade at Technische Universität Bergakademie Freiberg (Germany). Her primary research interests include commodity marketing, branding, communication, and services management. In addition, she is interested in understanding the impact of marketing and the role of marketing in organizations and society. Anja Geigenmueller is a professor of marketing at Technische Universität Ilmenau (Germany). In her research, she focuses on services marketing, technology marketing, relationship management, and brand management. Furthermore, she is interested in science communication. Alexander Leischnig is a professor of business-to-business marketing at Technische Universität Bergakademie Freiberg (Germany). His research interests are in the fields of alliance management, sales management, relationship management, and business digitization. In addition, he is interested in configurational thinking and approaches.