Editors:
- 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)
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Front Matter
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Fundamentals of Commodity Marketing
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Front Matter
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Commodity Marketing Strategies and Tools
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Front Matter
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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
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TU Bergakademie Freiberg, Freiberg, Germany
Margit Enke, Alexander Leischnig
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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