Commodity Marketing: Strategies, Concepts, and Cases (Hardcover) (ISBN-13: 9783030906566)

Margit Enke is a professor of marketing and international trade at Technische Universit舩 Bergakademie Freiberg (Germany). Her primary research interests include commodity marketing, branding, communication, and services management. In addition, she is interested in understanding the impact of marketing and the role of marketing in organizations and society.

Anja Geigenmueller is a professor of marketing at Technische Universit舩 Ilmenau (Germany). In her research, she focuses on services marketing, technology marketing, relationship management, and brand management. Furthermore, she is interested in science communication.

Alexander Leischnig is a professor of business-to-business marketing at Technische Universit舩 Bergakademie Freiberg (Germany). His research interests are in the fields of alliance management, sales management, relationship management, and business digitization. In addition, he is interested in configurational thinking and approaches.