Commodity Marketing

Edited by Margit Enke, Anja Geigenmüller and Alexander Leischnig

in Management for Professionals from Springer

Date: 2022
ISBN: 978-3-030-90657-3
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Chapters in this book:

Commodity Marketing: An Introduction into Key Concepts and Processes

Margit Enke, Anja Geigenmüller and Alexander Leischnig

Commodity Differentiation: A Cross-Industry Approach

Boas Bamberger, Christian Homburg, Matthias Staritz and Stephan Bingemer

Commodities in the Service Sector: Particularities and Implications for Marketing

Manfred Bruhn and Anja Zimmermann

Commodity Pricing: Fast, Simple, Intelligent

Andrea Maessen, Bert Sebastian Strasmann and Jan Haemer

Price Negotiations in Commodity Markets

Markus Voeth and Uta Herbst

A Behavioral Approach to Pricing in Commodity Markets: Dual Processing of Prices within and around Willingness-to-Pay Ranges

Florian Dost and Robert Wilken

Price Knowledge and Price Expectations: Their Role for Customer Relationship Marketing of Telecommunications Providers

Doreén Pick

On Price Roles and Budget Branding

Björn Ivens, Brigitte Müller, Steffen Wölfl and Alexander Leischnig

Customer Participation and Commodity Marketing

Frank Jacob and Thomas Aichner

An Economic View on Group Buying as Marketing Approach for Commodities

Andreas Klein

Commodities and Customer Loyalty: Squaring of the Circle?

Peter Billen, Tilmann Raff and Craig Thorrold

Updates on the Connection Between Customer Relationship Management and Commoditization

Gustavo Martinez-Lira and Martin Reimann

Customer Engagement as an Approach to De-Commoditisation

Anna Nauen and Margit Enke

On Becoming Market Oriented in a Commodity Market: Aligning Internal Operational Capabilities with Customer Needs

Victoria L. Crittenden and William F. Crittenden

Differentiating the Indifferent: Dealing with Commoditization Paradox Through Innovation

Sabrina C. Thornton

A Configurational Perspective on Brand Relevance in Commodity Markets

Alexander Leischnig and Anja Geigenmüller

Influencer Marketing as a Counterstrategy to the Commoditization of Marketing Communications: A Bibliometric Analysis

Mandy Pick and Marko Sarstedt

An International Perspective on Commodity Marketing

Michael R. Czinkota and Margit Enke

Non-price-Related De-commoditization: An Exploratory Study in the Refractories Industry

Anja Geigenmüller and Christos G. Aneziris

CRM in the Energy Market: Customer Relationship Management in Commodity Industries Using the Example of an Energy Service Provider

Manuela Künzel and Lutz Lohse

Illuminating Organizational Processes Behind the Rising Phenomenon of Industry Commoditization

Isabel Luther

De-commoditization in B2B Markets: A Communication Perspective

Anja Geigenmüller and Elisabeth Kuhn

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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmtpr:978-3-030-90657-3

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DOI: 10.1007/978-3-030-90657-3

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