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Phenomenon and Challenge to Management

In: Business Relationship Management and Marketing

Author

Listed:
  • Michael Kleinaltenkamp

    (Freie Universität Berlin)

  • Wulff Plinke

    (European School of Management & Technology)

  • Albrecht Söllner

    (Euorpa-Universität Viadrina Frankfurt (Oder))

Abstract

Marketing in business relationships is a behavior scheme that relies explicitly on the existence and the significance of lasting exchange relationships between one supplying company and one customer, and that focuses its marketing measures on the repurchase behavior of the customer. This chapter gives basic insights into the characteristics and types of business relationships and explains the mechanisms that drive the behavior of the business partners involved. Here, a major differentiation is the one between a de-facto and a planned business relationship as these basic settings have a huge impact on the actors and their activities. Furthermore, aspects of internationalization of and responsibility in business relationships are covered.

Suggested Citation

  • Michael Kleinaltenkamp & Wulff Plinke & Albrecht Söllner, 2015. "Phenomenon and Challenge to Management," Springer Texts in Business and Economics, in: Michael Kleinaltenkamp & Wulff Plinke & Ingmar Geiger (ed.), Business Relationship Management and Marketing, edition 127, chapter 1, pages 3-26, Springer.
    • Handle: RePEc:spr:sptchp:978-3-662-43856-5_1
    DOI: 10.1007/978-3-662-43856-5_1
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