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Business Relationship Management and Marketing

Mastering Business Markets

  • Michael Kleinaltenkamp
  • Wulff Plinke
  • Ingmar Geiger
Book

Part of the Springer Texts in Business and Economics book series (STBE)

Table of contents

  1. Front Matter
    Pages i-viii
  2. Basic Principles of Business Relationship Management

    1. Front Matter
      Pages 1-1
    2. Michael Kleinaltenkamp, Wulff Plinke, Albrecht Söllner
      Pages 3-26
    3. Michael Kleinaltenkamp, Wulff Plinke, Albrecht Söllner
      Pages 27-54
  3. Analysis, Goals and Strategies of Business Relationship Management

    1. Front Matter
      Pages 55-55
    2. Michael Kleinaltenkamp
      Pages 85-108
  4. Implementation of Business Relationship Management

    1. Front Matter
      Pages 193-193
    2. Ingmar Geiger, Michael Kleinaltenkamp
      Pages 195-243
    3. Ingmar Geiger, Michael Kleinaltenkamp
      Pages 245-288
    4. Martin Gersch
      Pages 289-329
  5. Back Matter
    Pages 331-338

About this book

Introduction

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-to-Business Marketing Customer Relationship Management Key Account Management Relationship Marketing Sales Management Supplier-Customer Relationships

Editors and affiliations

  • Michael Kleinaltenkamp
    • 1
  • Wulff Plinke
    • 2
  • Ingmar Geiger
    • 3
  1. 1.Freie Universität BerlinBerlinGermany
  2. 2.European School of Management and TechnologyBerlinGermany
  3. 3.Freie Universität BerlinBerlinGermany

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Law
Consumer Packaged Goods
Oil, Gas & Geosciences
Engineering