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Commodity Marketing

Strategies, Concepts, and Cases

  • Book
  • © 2022

Overview

Editors:
  1. Margit Enke

    1. TU Bergakademie Freiberg, Freiberg, Germany

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    You can also search for this editor in PubMed   Google Scholar

  2. Anja Geigenmüller

    1. TU Ilmenau, Ilmenau, Germany

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    You can also search for this editor in PubMed   Google Scholar

  3. Alexander Leischnig

    1. TU Bergakademie Freiberg, Freiberg, Germany

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  • Summarizes the state of the art on commodity marketing with practical advice
  • Provides strategies, frameworks, and approaches for commodity marketing
  • Shares best practices for different industries facing commoditization

Part of the book series: Management for Professionals (MANAGPROF)

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Table of contents (22 chapters)

  1. Front Matter

    Pages i-viii
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  2. Fundamentals of Commodity Marketing

    1. Front Matter

      Pages 1-1
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    2. Commodity Marketing: An Introduction into Key Concepts and Processes

      • Margit Enke, Anja Geigenmüller, Alexander Leischnig
      Pages 3-20

    3. Commodity Differentiation: A Cross-Industry Approach

      • Boas Bamberger, Christian Homburg, Matthias Staritz, Stephan Bingemer
      Pages 21-42

    4. Commodities in the Service Sector: Particularities and Implications for Marketing

      • Manfred Bruhn, Anja Zimmermann
      Pages 43-69

  3. Commodity Marketing Strategies and Tools

    1. Front Matter

      Pages 71-71
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    2. Commodity Pricing: Fast, Simple, Intelligent

      • Andrea Maessen, Bert Sebastian Strasmann, Jan Haemer
      Pages 73-83

    3. Price Negotiations in Commodity Markets

      • Markus Voeth, Uta Herbst
      Pages 85-103

    4. A Behavioral Approach to Pricing in Commodity Markets: Dual Processing of Prices within and around Willingness-to-Pay Ranges

      • Florian Dost, Robert Wilken
      Pages 105-117

    5. Price Knowledge and Price Expectations: Their Role for Customer Relationship Marketing of Telecommunications Providers

      • Doreén Pick
      Pages 119-140

    6. On Price Roles and Budget Branding

      • Björn Ivens, Brigitte Müller, Steffen Wölfl, Alexander Leischnig
      Pages 141-152

    7. Customer Participation and Commodity Marketing

      • Frank Jacob, Thomas Aichner
      Pages 153-165

    8. An Economic View on Group Buying as Marketing Approach for Commodities

      • Andreas Klein
      Pages 167-183

    9. Commodities and Customer Loyalty: Squaring of the Circle?

      • Peter Billen, Tilmann Raff, Craig Thorrold
      Pages 185-214

    10. Updates on the Connection Between Customer Relationship Management and Commoditization

      • Gustavo Martinez-Lira, Martin Reimann
      Pages 215-236

    11. Customer Engagement as an Approach to De-Commoditisation

      • Anna Nauen, Margit Enke
      Pages 237-254

    12. On Becoming Market Oriented in a Commodity Market: Aligning Internal Operational Capabilities with Customer Needs

      • Victoria L. Crittenden, William F. Crittenden
      Pages 255-264

    13. Differentiating the Indifferent: Dealing with Commoditization Paradox Through Innovation

      • Sabrina C. Thornton
      Pages 265-279

    14. A Configurational Perspective on Brand Relevance in Commodity Markets

      • Alexander Leischnig, Anja Geigenmüller
      Pages 281-292

    15. Influencer Marketing as a Counterstrategy to the Commoditization of Marketing Communications: A Bibliometric Analysis

      • Mandy Pick, Marko Sarstedt
      Pages 293-328
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Keywords

About this book

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.


Editors and Affiliations

  • TU Bergakademie Freiberg, Freiberg, Germany

    Margit Enke, Alexander Leischnig

  • TU Ilmenau, Ilmenau, Germany

    Anja Geigenmüller

About the editors

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.

 

Bibliographic Information

  • Book Title: Commodity Marketing

  • Book Subtitle: Strategies, Concepts, and Cases

  • Editors: Margit Enke, Anja Geigenmüller, Alexander Leischnig

  • Series Title: Management for Professionals

  • DOI: https://doi.org/10.1007/978-3-030-90657-3

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2022

  • Hardcover ISBN: 978-3-030-90656-6Published: 23 April 2022

  • Softcover ISBN: 978-3-030-90659-7Published: 23 April 2023

  • eBook ISBN: 978-3-030-90657-3Published: 22 April 2022

  • Series ISSN: 2192-8096

  • Series E-ISSN: 2192-810X

  • Edition Number: 1

  • Number of Pages: VIII, 425

  • Number of Illustrations: 69 b/w illustrations

  • Additional Information: Originally published in German as: Commodity Marketing, by Margit Enke/Anja Geigenmüller/Alexander Leischnig Copyright © Springer Fachmedien Wiesbaden. A (Eds.). All rights reserved.

  • Topics: Marketing, Consumer Behavior, International Business

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