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Relationship Marketing: Standortbestimmung Und Perspektiven by Mario Rese, Albrecht Söllner, B. Peter Utzig

Relationship Marketing: Standortbestimmung Und Perspektiven

by Mario Rese , Albrecht Söllner , B. Peter Utzig
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Book cover type: Hardcover
  • ISBN13: 9783540440550
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Springer
  • Publisher Imprint: Springer
  • Publication Date:
  • Pages: 306
  • Original Price: EUR 81.3
  • Language: German
  • Edition: 2003
  • Item Weight: 617 grams
  • BISAC Subject(s): Marketing / General

Das Management enger Geschäftsbeziehungen zwischen Unternehmen oder Unternehmen und Konsumenten wird oft als Erfolgsfaktor propagiert. Als eigenständiges Forschungsgebiet hierzu hat sich das Relationship Marketing in den letzten Jahren fest etabliert. In dem vorliegenden Buch wird ein Fazit der bisherigen Diskussion gezogen und werden denkbare Weiterentwicklungen aufgezeigt. Das Buch analysiert Ursachen und Erfolgswirkungen des Relationship Marketing und ordnet diese Managementfunktion in den Kontext anderer betriebswirtschaftlicher Disziplinen und Funktionen ein. Darüber hinaus werden exemplarisch branchenspezifische Besonderheiten herausgestellt.

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