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Business Relationship Management and Marketing

Mastering Business Markets
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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.

Author Biography:

Michael Kleinaltenkamp is full professor of business and services marketing at Freie Universitat 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 Universitat zu Berlin and Freie Universitat 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 Universitat 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.
Release date Australia
August 3rd, 2016
Audience
  • Professional & Vocational
Contributors
  • Edited by Ingmar Geiger
  • Edited by Michael Kleinaltenkamp
  • Edited by Wulff Plinke
Country of Publication
Germany
Edition
Softcover reprint of the original 1st ed. 2015
Illustrations
85 black & white illustrations, biography
Imprint
Springer-Verlag Berlin and Heidelberg GmbH & Co. K
Pages
346
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Dimensions
155x235x18
ISBN-13
9783662513798
Product ID
25688548

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