Business Relationship Management and Marketing

Mastering Business Markets

Business & Finance, Marketing & Sales, Research
Cover of the book Business Relationship Management and Marketing by , Springer Berlin Heidelberg
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Author: ISBN: 9783662438565
Publisher: Springer Berlin Heidelberg Publication: September 30, 2014
Imprint: Springer Language: English
Author:
ISBN: 9783662438565
Publisher: Springer Berlin Heidelberg
Publication: September 30, 2014
Imprint: Springer
Language: English

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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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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