Fundamentals of Business-to-Business Marketing

Mastering Business Markets

  • Michael Kleinaltenkamp
  • Wulff Plinke
  • Ian Wilkinson
  • Ingmar Geiger

Part of the Springer Texts in Business and Economics book series (STBE)

Table of contents

  1. Front Matter
    Pages i-vii
  2. Wulff Plinke, Ian Wilkinson
    Pages 1-75
  3. Wulff Plinke
    Pages 77-127
  4. Michael Kleinaltenkamp
    Pages 129-170
  5. Sabine Fließ, Wesley Johnston, Christina Sichtmann
    Pages 171-226
  6. Bernd Günter, Matthias Kuhl, Markus Ungruhe, Ian Wilkinson
    Pages 227-273
  7. Frank Jacob, Rolf Weiber
    Pages 275-325
  8. Back Matter
    Pages 327-330

About this book


​This textbook gives a comprehensive overview of the key principles of business marketing. The reader will be introduced into methods and theories in order to understand business markets and marketing better. Not only are the principles of business marketing addressed, but also deep knowledge of organizational buying and market research on business markets. The book sets the stage for developing marketing programs for business markets in their different facets.


B2B Business-to-business marketing Customer value Organizational buying behavior Services marketing Solution selling

Editors and affiliations

  • Michael Kleinaltenkamp
    • 1
  • Wulff Plinke
    • 2
  • Ian Wilkinson
    • 3
  • Ingmar Geiger
    • 4
  1. 1.Freie Universität BerlinBerlinGermany
  2. 2.European School of Management and TechnologyBerlinGermany
  3. 3.The University of SydneySydneyAustralia
  4. 4.Freie Universität BerlinBerlinGermany

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences