ENGLISH

Business Relationship Management and Marketing: Mastering Business Markets

By Michael Kleinaltenkamp , Wulff Plinke , Ingmar Geiger (eds.)

Book information

Publisher
Springer-Verlag Berlin Heidelberg
Year
2015
ISBN
978-3-662-43855-8, 978-3-662-43856-5
DOI
10.1007/978-3-662-43856-5
Language
english
Format
PDF
Filesize
6 MB (6395058 bytes)
Series
Springer Texts in Business and Economics
Edition
1
Pages
338\342
Time added
2014-11-10 20:00:00
Marketing; Market Research; Business Strategy/Lead

Description

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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