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Relationship Marketing

Relationship Marketing

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783642556548
Condition
New
Product Description

Das Management enger Geschftsbeziehungen zwischen Unternehmen oder Unternehmen und Konsumenten wird oft als Erfolgsfaktor propagiert. Als eigenstndiges 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. Darber hinaus werden exemplarisch branchenspezifische Besonderheiten herausgestellt.

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