By Ludger Rolfes,Prof. Dr. Bernd Günter

Ludger Rolfes analysiert das Verhalten von Verwendern in Beschaffungsentscheidungen am Beispiel der Branche Biotechnologie Der Autor gibt Hinweise für die Gestaltung von Maßnahmen im Marketingmanagement eines Anbieters biotechnologischer Verbrauchsprodukte und leitet Implikationen für die Marketing-Forschung ab.

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Die Rolle des Verwenders im Buying-Center: Das Beispiel der Beschaffung und Vermarktung biotechnologischer Verbrauchsprodukte (Business-to-Business-Marketing) (German Edition) by Ludger Rolfes,Prof. Dr. Bernd Günter


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