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Business Relationship Management and Marketing
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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 correspondingmethods 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 researchresults that are conveyed in a comprehensible fashionto beappliedin both executive education as well as in practice.
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