Management for Professionals: Strategies, Concepts, and Cases

Enke, Margit; Geigenmüller, Anja; Leischnig, Alexander

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.

Details

Published by: Springer

Publication Date: 2022-04-23

Format: Hardcover

ISBN-13: 9783030906566

DOI: 10.1007/978-3-030-90657-3

Dimensions: 235cm x155cm

Pages: 425