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Modern concepts of organizational marketing

Innovations, social changes and constant change in (global) markets bring with them new challenges that require the identification and use of approaches from related marketing disciplines. Organizational marketing combines disciplines that deal with organizational target groups and thus offers corresponding learning and transfer potential. In this commemorative publication for the 60th birthday of Prof. Dr. Thomas Baaken, a renowned international group of experts has come together to present modern concepts from business-to-business and science-to-business marketing. This results in new insights, ideas and possibilities for sustainable and successful marketing strategies for the reader.

The content

·        Business-to-business marketing

·        Science-to-Business Marketing

·        University knowledge and technology transfer

·        Interorganizational innovation management

·        Organizational brand management

 

 

The target groups

·        Researchers, lecturers and students of business administration (especially marketing and management)

·        University and practice representatives who dedicate themselves to business administration and related interdisciplinary topics

 

 

The publishers

Thorsten Kliewe researches and teaches innovation and entrepreneurship at the FH Münster and is chairman of the University Industry Innovation Network (UIIN).
Dr. Tobias Kesting researches and teaches
in the Marketing and Innovation (e.g. in Münster) and is a consultant for organizational marketing and management.

Keywords

Business-to-business marketing Research marketing Innovation management Science-to-business marketing Knowledge marketing
  • Thorsten Kliewe
  • Tobias Kesting
  1. 1.Science-to-Business MarketingUniversity of Applied Sciences MünsterMünsterGermany
  2. 2. MünsterMünsterGermany University of Applied Sciences

About the editors

Thorsten Kliewe researches and teaches innovation and entrepreneurship at the Münster University of Applied Sciences and is chairman of the University Industry Innovation Network (UIIN).
Dr. Tobias Kesting researches and teaches in the field of marketing and innovation (e.g. in Münster) and is a consultant for organizational marketing and management.

Bibliographic information

  • Book TitleModern concepts of organizational marketing
  • Book SubtitleModern Concepts of Organizational Marketing
  • Editors Thorsten Kliewe
    Tobias Kesting
  • DOIhttps: //doi.org/10.1007/978-3-658-04680-4
  • Copyright InformationSpringer Fachmedien Wiesbaden2014
  • Publisher NameSpringer Gabler, Wiesbaden
  • eBook Packages Business and Economics (German Language)
  • Hardcover ISBN978-3-658-04679-8
  • eBook ISBN978-3-658-04680-4
  • Edition Number1
  • Number of PagesXXVI, 408
  • Number of Illustrations38 b / w illustrations, 0 illustrations in color
  • TopicsBusiness and Management, general
    marketing
  • Buy this book on publisher's site