Business Relationship Management and Marketing

Business Relationship Management and Marketing
Author : Michael Kleinaltenkamp
Publisher : Springer
Total Pages : 338
Release : 2014-09-30
ISBN 10 : 9783662438565
ISBN 13 : 3662438569
Language : EN, FR, DE, ES & NL

Business Relationship Management and Marketing Book 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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