Commodity Marketing Strategies, Concepts, and Cases
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 summari...
| Other Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
Cham
Springer International Publishing
2022, 2022
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| Edition: | 1st ed. 2022 |
| Series: | Management for Professionals
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| Subjects: | |
| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
Table of Contents:
- Part I: Fundamentals of Commodity Marketing
- Commodity Marketing: An Introduction into Key Concepts and Processes
- Commodity Differentiation: A Cross-Industry Approach
- Commodities in the Service Sector: Particularities and Implications for Marketing
- Part II: Commodity Marketing Strategies and Tools
- Commodity Pricing: Fast, Simple, Intelligent
- Price Negotiations in Commodity Markets
- A Behavioral Approach to Pricing in Commodity Markets: Dual Processing of Prices within and around Willingness-to-Pay Ranges
- Price Knowledge and Price Expectations: Their Role for Customer Relationship Marketing of Telecommunications Providers
- On Price Roles and Budget Branding
- Customer Participation and Commodity Marketing
- An Economic View on Group Buying as Marketing Approach for Commodities
- Commodities and Customer Loyalty: Squaring of the Circle?
- Updates on the Connection Between Customer Relationship Management and Commoditization
- Customer Engagement as an Approach to De-Commoditisation
- On Becoming Market Oriented in a Commodity Market: Aligning Internal Operational Capabilities with Customer Needs
- Differentiating the Indifferent: Dealing with Commoditization Paradox Through Innovation
- A Configurational Perspective on Brand Relevance in Commodity Markets
- Influencer Marketing as a Counterstrategy to the Commoditization of Marketing Communications: A Bibliometric Analysis
- Part III: Commodity Marketing in Specific Contexts
- An International Perspective on Commodity Marketing
- Non-price-Related De-commoditization: An Exploratory Study in the Refractories Industry
- CRM in the Energy Market: Customer Relationship Management in Commodity Industries Using the Example of an Energy Service Provider
- Illuminating Organizational Processes Behind the Rising Phenomenon of Industry Commoditization
- De-commoditization in B2B Markets: A Communication Perspective