Business Relationship Management and Marketing: Mastering Business Markets de Michael Kleinaltenkamp

Business Relationship Management and Marketing: Mastering Business Markets: Springer Texts in Business and Economics

Editat de Michael Kleinaltenkamp, Wulff Plinke, Ingmar Geiger

en Limba Engleză Hardback – 13 oct 2014

Relationship management, key account management and customer orientation are concepts that have become central to modern management. This book is dedicated to illustrating and reflecting these concepts and their corresponding methods and instruments in depth. It is thereby focused on the business-to-business realm and equally applies to traditional industrial markets as well as to business-to-business services. Contributions include state-of-the-art research results that are conveyed in a comprehensible fashion to be applied in both executive education as well as in practice.

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Paperback (1)	383^.16 lei 43-57 zile
Springer Berlin, Heidelberg – 23 aug 2016	383^.16 lei 43-57 zile
Hardback (1)	390^.52 lei 43-57 zile
Springer Berlin, Heidelberg – 13 oct 2014	390^.52 lei 43-57 zile

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Specificații

ISBN-13: 9783662438558
ISBN-10: 3662438550
Pagini: 338
Ilustrații: VIII, 338 p. 85 illus.
Dimensiuni: 155 x 235 x 25 mm
Greutate: 0.66 kg
Ediția:2015
Editura: Springer Berlin, Heidelberg
Colecția Springer
Seria Springer Texts in Business and Economics

Locul publicării:Berlin, Heidelberg, Germany

Public țintă

Professional/practitioner

Cuprins

Basic Principles of Business Relationship Management: Phenomenon and Challenge to Management.- Theoretical Perspectives of Business Relationships - Explanation and Configuration.- Analysis, Goals and Strategies of Business Relationship Management: Repeat Purchasing in Business Relationships.- Customer Value and Customer Selection.- Strategies of Business Relationship Management.- Business Relationship Management & Marketing in a European-Chinese Context.- Implementation of Business Relationship Management: Instruments of Business Relationship Management.- Internal Implementation of Business Relationship Management.- Customer Relationship Management.

Recenzii

“This is a well-timed book for practising professionals and budding researchers. Although the book is a compilation of research papers, it covers all the important aspects and is a good read for clear understanding of concepts. The book is a compilation of nine individual research papers separated into three parts, maintaining a proper flow on the topic with each subsequent chapter complementing the previous one.” (Tinu Jain, Decision, Vol. 42, 2015)

Notă biografică

Michael Kleinaltenkamp is full professor of business and services marketing at Freie Universität Berlin. He is joint program director of the Executive Master of Business Marketing and the China-Europe Executive Master of Business Marketing programs. His research interests include business-to-business marketing and services marketing.
Wulff Plinke is the founding dean of the European School of Management and Technology (ESMT) in Berlin. Before his spell at ESMT he held positions as full professor at Humboldt Universität zu Berlin and Freie Universität Berlin. His research interest lies in the area business-to-business marketing.
Ingmar Geiger is an assistant professor of business and services marketing at Freie Universität Berlin. He is joint program director of the Executive Master of Business Marketing and the China-Europe Executive Master of Business Marketing programs. His research interests include business-to-business marketing and negotiation.

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Caracteristici

A clear focus on supplier-customer relationships in business-to-business markets Combines practical relevance for executive education with scientific rigor of the latest research results Includes conceptual, strategic, and operational points of view on the topic Includes supplementary material: sn.pub/extras

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