Ingmar (Hrsg.) Geiger

Business Relationship Management and Marketing

Mastering Business Markets

Buch

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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Produktdetails

Weitere Autoren: Kleinaltenkamp, Michael (Hrsg.) / Plinke, Wulff (Hrsg.)

ISBN: 978-3-662-51379-8
EAN: 9783662513798
Produktnummer: 20333321
Verlag: Springer Berlin Heidelberg
Sprache: Englisch
Erscheinungsjahr: 2016
Seitenangabe: 348 S.
Masse: H23.5 cm x B15.5 cm x D1.8 cm 528 g
Auflage: Softcover reprint of the original 1st ed. 2015
Abbildungen: Paperback
Gewicht: 528

Über den Autor

Michael Kleinaltenkamp is full professor of business and services marketing at Freie Universität 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 Universität zu Berlin and Freie Universität 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 Universität 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.