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Record Nr. |
UNINA9910298510003321 |
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Titolo |
Business Relationship Management and Marketing : Mastering Business Markets / / edited by Michael Kleinaltenkamp, Wulff Plinke, Ingmar Geiger |
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Pubbl/distr/stampa |
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Berlin, Heidelberg : , : Springer Berlin Heidelberg : , : Imprint : Springer, , 2015 |
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ISBN |
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Edizione |
[1st ed. 2015.] |
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Descrizione fisica |
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1 online resource (342 p.) |
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Collana |
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Springer Texts in Business and Economics, , 2192-4333 |
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Disciplina |
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Soggetti |
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Marketing |
Market research |
Leadership |
Sales management |
Market Research/Competitive Intelligence |
Business Strategy/Leadership |
Sales/Distribution |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Basic Principles of Business Relationship Management: Phenomenon and Challenge to Management -- Theoretical Perspectives of Business Relationships - Explanation and Configuration -- Analysis, Goals and Strategies of Business Relationship Management: Repeat Purchasing in Business Relationships -- Customer Value and Customer Selection -- Strategies of Business Relationship Management -- Business Relationship Management & Marketing in a European-Chinese Context -- Implementation of Business Relationship Management: Instruments of Business Relationship Management -- Internal Implementation of Business Relationship Management -- Customer Relationship Management. |
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Sommario/riassunto |
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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 |
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