{"product_id":"commodity-marketing-strategies-concepts-and-cases-hardcover","title":"Commodity Marketing: Strategies, Concepts, and Cases - Hardcover","description":"\u003cp\u003eby \u003cb\u003eMargit Enke\u003c\/b\u003e (Editor), \u003cb\u003eAnja Geigenmüller\u003c\/b\u003e (Editor), \u003cb\u003eAlexander Leischnig\u003c\/b\u003e (Editor)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eCommoditization 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.\u003cbr\u003e\u003c\/p\u003e\u003cbr\u003e\u003cp\u003e\u003c\/p\u003e\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003eCommoditization 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.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eMargit Enke\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAnja Geigenmueller\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAlexander Leischnig\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 425\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.94 x 9.21 x 6.14 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e April 23, 2022\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":42118543474823,"sku":"9783030906566","price":161.98,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0601\/2623\/2711\/files\/110d80979bf4fc78fb6e22cd98408394.webp?v=1732534256","url":"https:\/\/booksby.splitshops.com\/products\/commodity-marketing-strategies-concepts-and-cases-hardcover","provider":"Books by splitShops","version":"1.0","type":"link"}