Business Relationship Management and Marketing

1. Front Matter

   Pages i-viii

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2. Basic Principles of Business Relationship Management

   1. Front Matter

      Pages 1-1

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   2. Phenomenon and Challenge to Management

      • Michael Kleinaltenkamp, Wulff Plinke, Albrecht Söllner

      Pages 3-26

   3. Theoretical Perspectives of Business Relationships: Explanation and Configuration

      • Michael Kleinaltenkamp, Wulff Plinke, Albrecht Söllner

      Pages 27-54

3. Analysis, Goals and Strategies of Business Relationship Management

   1. Front Matter

      Pages 55-55

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   2. Repeat Purchasing in Business Relationships

      • Frank Jacob

      Pages 57-84

   3. Customer Value and Customer Selection

      • Michael Kleinaltenkamp

      Pages 85-108

   4. Strategies of Business Relationship Management

      • Ingmar Geiger

      Pages 109-152

   5. Business Relationship Management and Marketing in a European-Chinese Context

      • Alexander Tirpitz, Miaomiao Zhu

      Pages 153-192

4. Implementation of Business Relationship Management

   1. Front Matter

      Pages 193-193

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   2. Instruments of Business Relationship Management

      • Ingmar Geiger, Michael Kleinaltenkamp

      Pages 195-243

   3. Internal Implementation of Business Relationship Management

      • Ingmar Geiger, Michael Kleinaltenkamp

      Pages 245-288

   4. Customer Relationship Management

      • Martin Gersch

      Pages 289-329

5. Back Matter

   Pages 331-338

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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.​

• Business-to-Business Marketing
• Customer Relationship Management
• Key Account Management
• Relationship Marketing
• Sales Management
• Supplier-Customer Relationships

“This is a well-timed book for practising professionals and budding researchers. Although the book is a compilation of research papers, it covers all the important aspects and is a good read for clear understanding of concepts. The book is a compilation of nine individual research papers separated into three parts, maintaining a proper flow on the topic with each subsequent chapter complementing the previous one.” (Tinu Jain, Decision, Vol. 42, 2015)

• Freie Universität Berlin, Berlin, Germany

  Michael Kleinaltenkamp, Ingmar Geiger

• European School of Management and Technology, Berlin, Germany

  Wulff Plinke

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.

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