Business Relationship Management and Marketing [electronic resource] : Mastering Business Markets

• Tác giả: Ingmar Geiger, Michael Kleinaltenkamp, Wulff Plinke
• ISBN-13: 978-3662438565
• Ký hiệu phân loại: 658.8 Management of marketing
• Thông tin xuất bản: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2015.
• Mô tả vật lý: VIII, 338 p. 85 illus. , online resource.
• Bộ sưu tập: Tài liệu truy cập mở
• ID: 302285
• Chủ đề: 1. Business intelligence; 2. Leadership; 3. Marketing research; 4. Marketing; 5. Strategic planning

Tóm tắt

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.