Business Relationship Management and Marketing
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.
A clear focus on supplier-customer relationships in business-to-business marketsCombines practical relevance for executive education with scientific rigor of the latest research resultsIncludes conceptual, strategic, and operational points of view on the topic