By Michael Kleinaltenkamp, Wulff Plinke, Ingmar Geiger

Relationship administration, key account administration and client orientation are strategies that experience turn into important to trendy administration. This publication is devoted to illustrating and reflecting those strategies and their corresponding equipment and tools extensive. it's thereby interested by the business-to-business realm and both applies to conventional business markets in addition to to business-to-business prone. Contributions comprise cutting-edge study effects which are conveyed in a understandable style to be utilized in either govt schooling in addition to in practice.​

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The aspect of having to stay in the relationship stands for the switching costs, while wanting to represents the benefits gained from the relationship. This concept has been revived again and again for business relationship research and to explain commitments in this context (So¨llner 1993; Plinke 1997; Bendapudi and Berry 1997; Gilliland and Bello 2002; Gounaris 2005; Liu 2006; De Ruyter et al. 2001; Saab 2007). An initial approach that applies and pursues these thoughts is So¨llner’s commitment model (1993).

Andersen, P. , Christensen, P. , & Damgaard, T. (2009). Diverging expectations in buyer– seller relationships: Institutional contexts and relationship norms. Industrial Marketing Management, 38(7), 814–824. 016. , & Schneider, H. (2009). ). Stuttgart: Scha¨fferPoeschel. , & Johnston, W. (1977). Industrial buying behavior. Cambridge, MA: Marketing Science Institute. , & Schumacher, D. (2004). Die wirtschaftlichen Folgen des internationales Terrorismus. , 44–46. Bubb, P. , & Van Rest, D. J. (1973).

The economic institutions of capitalism. New York: Free Press. Wind, Y. (1966). Industrial buying behavior—Source loyalty in the purchase of industrial components. Stanford, CA: Stanford University. Wind, Y. (1970). Industrial source loyalty. Journal of Marketing Research, 7(4), 450–457. doi:10. 2307/3149637. Zimmer, P. (2000). Commitment in Gesch€ aftsbeziehungen. Wiesbaden: Deutscher Universita¨tsVerlag. 1 Theoretical Approaches to Explaining Business Relationships: Classification The first chapter of this book presents the business relationship as a form of exchange and sharing amongst companies.

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