Commodity Marketing : Strategies, Concepts, and Cases

Part I: Fundamentals of Commodity Marketing -- Commodity Marketing: An Introduction into Key Concepts and Processes -- Commodity Differentiation: A Cross-Industry Approach -- Commodities in the Service Sector: Particularities and Implications for Marketing -- Part II: Commodity Marketing Strategies and Tools -- Commodity Pricing: Fast, Simple, Intelligent -- Price Negotiations in Commodity Markets -- A Behavioral Approach to Pricing in Commodity Markets: Dual Processing of Prices within and around Willingness-to-Pay Ranges -- Price Knowledge and Price Expectations: Their Role for Customer Relationship Marketing of Telecommunications Providers -- On Price Roles and Budget Branding -- Customer Participation and Commodity Marketing -- An Economic View on Group Buying as Marketing Approach for Commodities -- Commodities and Customer Loyalty: Squaring of the Circle? -- Updates on the Connection Between Customer Relationship Management and Commoditization -- Customer Engagement as an Approach to De-Commoditisation -- On Becoming Market Oriented in a Commodity Market: Aligning Internal Operational Capabilities with Customer Needs -- Differentiating the Indifferent: Dealing with Commoditization Paradox Through Innovation -- A Configurational Perspective on Brand Relevance in Commodity Markets -- Influencer Marketing as a Counterstrategy to the Commoditization of Marketing Communications: A Bibliometric Analysis -- Part III: Commodity Marketing in Specific Contexts -- An International Perspective on Commodity Marketing -- Non-price-Related De-commoditization: An Exploratory Study in the Refractories Industry -- CRM in the Energy Market: Customer Relationship Management in Commodity Industries Using the Example of an Energy Service Provider -- Illuminating Organizational Processes Behind the Rising Phenomenon of Industry Commoditization -- De-commoditization in B2B Markets: A Communication Perspective.