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Business Relationship Management and Marketing

Mastering Business Markets

Springer Berlin,
Buch
85,59 € Lieferbar in 2-3 Tagen
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Kurzbeschreibung

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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Autor

Titel: Business Relationship Management and Marketing
Autoren/Herausgeber: Michael Kleinaltenkamp, Wulff Plinke, Ingmar Geiger (Hrsg.)
Aus der Reihe: Springer Texts in Business and Economics
Ausgabe: Softcover reprint of the original 1st ed. 2015

ISBN/EAN: 9783662513798
Originaltitel: Geschäftsbeziehungsmanagement
Originalsprache: Deutsch

Seitenzahl: 338
Format: 23,5 x 15,5 cm
Produktform: Taschenbuch/Softcover
Gewicht: 534 g
Sprache: Englisch

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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