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.
| ISBN: | 9783030906597 |
| Publication date: | 23rd April 2023 |
| Author: | Margit Enke |
| Publisher: | Springer Nature Switzerland AG |
| Format: | Paperback |
| Pagination: | 425 pages |
| Series: | Management for Professionals |
| Genres: |
Sales and marketing Behavioural economics International business |