Business Relationship Management and Marketing

Name: Business Relationship Management and Marketing
Author: Michael Kleinaltenkamp

Mastering Business Markets

Gebonden Engels 2014 2015e druk 9783662438558

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Samenvatting

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.

Specificaties

ISBN13:9783662438558

Taal:Engels

Bindwijze:gebonden

Aantal pagina's:338

Uitgever:Springer Berlin Heidelberg

Druk:2015

Hoofdrubriek:Strategisch management, Reclame en verkoop, Marketing

Serie:Springer Texts in Business and Economics

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Inhoudsopgave

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.