(EBOOK PDF) Commodity Marketing Strategies Concepts and Caseschnig 1st Edition 3030906566 9783030906566 full chapters

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ISBN-10 :  3030906566 

ISBN-13 : ‎ 9783030906566

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.

 Commodity Marketing Strategies, Concepts & Caseschnig 1st Table of content:

1. Part I. Fundamentals of Commodity Marketing
2. Commodity Marketing: An Introduction into Key Concepts and Processes
3. Commodity Differentiation: A Cross-Industry Approach
4. Commodities in the Service Sector: Particularities and Implications for Marketing
5. Part II. Commodity Marketing Strategies and Tools
6. Commodity Pricing: Fast, Simple, Intelligent
7. Price Negotiations in Commodity Markets
8. A Behavioral Approach to Pricing in Commodity Markets: Dual Processing of Prices within and around Willingness-to-Pay Ranges
9. Price Knowledge and Price Expectations: Their Role for Customer Relationship Marketing of Telecommunications Providers
10. On Price Roles and Budget Branding
11. Customer Participation and Commodity Marketing
12. An Economic View on Group Buying as Marketing Approach for Commodities
13. Commodities and Customer Loyalty: Squaring of the Circle?
14. Updates on the Connection Between Customer Relationship Management and Commoditization
15. Customer Engagement as an Approach to De-Commoditisation
16. On Becoming Market Oriented in a Commodity Market: Aligning Internal Operational Capabilities with Customer Needs
17. Differentiating the Indifferent: Dealing with Commoditization Paradox Through Innovation
18. A Configurational Perspective on Brand Relevance in Commodity Markets
19. Influencer Marketing as a Counterstrategy to the Commoditization of Marketing Communications: A Bibliometric Analysis
20. Part III. Commodity Marketing in Specific Contexts
21. An International Perspective on Commodity Marketing
22. Non-price-Related De-commoditization: An Exploratory Study in the Refractories Industry

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