Business Relationship Management and Marketing Mastering Business Markets
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.
Keywords
Business & EconomicsMarketingResearchManagementSales & SellingAdvertising & PromotionStrategic Planning
2014Book
Author(s)Michael Kleinaltenkamp, Ingmar Geiger, Wulff Plinke
PublisherSpringer Berlin Heidelberg
ISBN9783662438558
LanguageEnglish
