Commodity marketing : strategies, concepts, and cases / Margit Enke, Anja Geigenmüller, Alexander Leischnig, editors.
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 summari...
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