Book Details
Orange Code:28184
Paperback:342 pages
Publications:
Categories:
Sections:
1. Phenomenon and Challenge to Management2. Theoretical Perspectives of Business Relationships: Explanation and Configuration3. Repeat Purchasing in Business Relationships4. Customer Value and Customer Selection5. Strategies of Business Relationship Management6. Business Relationship Management and Marketing in a European-Chinese Context7. Instruments of Business Relationship Management8. Customer Relationship Management
Description:
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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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