Titlebook: Business Relationship Management and Marketing; Mastering Business M Michael Kleinaltenkamp,Wulff Plinke,Ingmar Geiger Book 2015 Springer-V

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https://doi.org/10.1007/978-3-030-72805-2rom the same supplier. This chapter uncovers those reasons based on the generic concept of a market transaction. To forego a transaction, the customer needs to perceive a customer benefit. In business relationships this customer benefit may come from either the elements of the exchange (as in spot m

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https://doi.org/10.1007/978-3-030-72805-2 are compensated by the earnings achieved. To answer this question, it is necessary to determine the value of single customers and to make decisions on how to select and shape the relationship with them. The chapter thus presents and explains economic-quantitative and non-monetary criteria to determ

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Jasminka Hasic Telalovic,Mehmed Kantardziconships are often located somewhere in between pure competitive and pure marketing strategy decisions. They can be distinguished according to a time- and a competitive space dimension. Regarding time, strategic decision-making in business relationship management differs according to the phase of the

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https://doi.org/10.1007/978-3-030-72805-2se the customer. The ultimate goal of applying those instruments is of course customer loyalty, i.e. enduring business relationships as long as they are desired by the supplier. Side effects of employing those instruments are also discussed. The presentation of the different instruments is organized

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(Sweet Oranges) Wastes: The Orange Wealthl options of how to organize key account management, i.e. the interface to important customers with whom the supplier has business relationships. Choices range from part-time marketing by top level managers in smaller firms to dedicated key account management organizations at various level of a bigg

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https://doi.org/10.1007/978-3-662-43856-5Business-to-Business Marketing; Customer Relationship Management; Key Account Management; Relationship

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978-3-662-51379-8Springer-Verlag Berlin Heidelberg 2015