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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.
List of contents
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.
About the author
Prof. Dr. Michael Kleinaltenkamp ist Inhaber des Lehrstuhls für Allgemeine Betriebswirtschaftslehre an der Freien Universität in Berlin und Leiter des 'Weiterbildenden Studiums Technischer Vertrieb'.
Prof. Dr. Wulff Plinke ist Inhaber des Lehrstuhls für Marketing der Humboldt-Universität zu Berlin.
Summary
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.
Additional text
“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)
Report
"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)
