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El. knyga: Business Relationship Management and Marketing: Mastering Business Markets

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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.?

Recenzijos

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)

Part I Basic Principles of Business Relationship Management
1 Phenomenon and Challenge to Management
3(24)
Michael Kleinaltenkamp
Wulff Plinke
Albrecht Sollner
2 Theoretical Perspectives of Business Relationships: Explanation and Configuration
27(30)
Michael Kleinaltenkamp
Wulff Plinke
Albrecht Sollner
Part II Analysis, Goals and Strategies of Business Relationship Management
3 Repeat Purchasing in Business Relationships
57(28)
Frank Jacob
4 Customer Value and Customer Selection
85(24)
Michael Kleinaltenkamp
5 Strategies of Business Relationship Management
109(44)
Ingmar Geiger
6 Business Relationship Management and Marketing in a European-Chinese Context
153(42)
Alexander Tirpitz
Miaomiao Zhu
Part III Implementation of Business Relationship Management
7 Instruments of Business Relationship Management
195(50)
Ingmar Geiger
Michael Kleinaltenkamp
8 Internal Implementation of Business Relationship Management
245(44)
Ingmar Geiger
Michael Kleinaltenkamp
9 Customer Relationship Management
289(42)
Martin Gersch
Index 331
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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