ESCP Europe

Item type

eBooks

Language

English

Publication date

2022

Edition no.

ed.

Contributors

Enke, Margit. Publication director
Geigenmüller, Anja. Publication director
Leischnig, Alexander. Publication director
Jacob, Frank - Professeur à ESCP Business School. Collaborater
Wilken, Robert - Professeur à ESCP Business School. Collaborater

Note

• 1 user licence

Subjects

SERVICES MARKETING - PRODUCT - INDUSTRIAL MARKETING - CONSUMER BEHAVIOR - RAW MATERIAL - INTERNATIONAL TRADE

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.

Part I - Fundamentals of Commodity Marketing. Part II - Commodity Marketing Strategies and Tools. Part III - Commodity Markting in Specific Contexts..