Business Relationship Management and Marketing: Mastering Business Markets PDF
Preview Business Relationship Management and Marketing: Mastering Business Markets
Springer Texts in Business and Economics Michael Kleinaltenkamp Wulff Plinke Ingmar Geiger Editors Business Relationship Management and Marketing Mastering Business Markets Springer Texts in Business and Economics Moreinformationaboutthisseriesat http://www.springer.com/series/10099 ThiSisaFMBlankPage Michael Kleinaltenkamp (cid:129) Wulff Plinke (cid:129) Ingmar Geiger Editors Business Relationship Management and Marketing Mastering Business Markets Editors MichaelKleinaltenkamp WulffPlinke IngmarGeiger EuropeanSchoolofManagementandTechnology FreieUniversita¨tBerlin Berlin Berlin Germany Germany Translationfrom German languageedition: Geschäftsbeziehungsmanagement byMichael Kleinaltenkamp, WulffPlinke, Ingmar Geiger Copyright #SpringerGabler 2011 SpringerGabler isapart of SpringerScience+Business Media All Rights Reserved ISSN2192-4333 ISSN2192-4341(electronic) ISBN978-3-662-43855-8 ISBN978-3-662-43856-5(eBook) DOI10.1007/978-3-662-43856-5 SpringerHeidelbergNewYorkDordrechtLondon LibraryofCongressControlNumber:2014951102 #Springer-VerlagBerlinHeidelberg2015 Thisworkissubjecttocopyright.AllrightsarereservedbythePublisher,whetherthewholeorpart of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation,broadcasting,reproductiononmicrofilmsorinanyotherphysicalway,andtransmissionor informationstorageandretrieval,electronicadaptation,computersoftware,orbysimilarordissimilar methodologynowknownorhereafterdeveloped.Exemptedfromthislegalreservationarebriefexcerpts inconnectionwithreviewsorscholarlyanalysisormaterialsuppliedspecificallyforthepurposeofbeing enteredandexecutedonacomputersystem,forexclusiveusebythepurchaserofthework.Duplication ofthispublicationorpartsthereofispermittedonlyundertheprovisionsoftheCopyrightLawofthe Publisher’s location, in its current version, and permission for use must always be obtained from Springer.PermissionsforusemaybeobtainedthroughRightsLinkattheCopyrightClearanceCenter. ViolationsareliabletoprosecutionundertherespectiveCopyrightLaw. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publicationdoesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexempt fromtherelevantprotectivelawsandregulationsandthereforefreeforgeneraluse. While the advice and information in this book are believed to be true and accurate at the date of publication,neithertheauthorsnortheeditorsnorthepublishercanacceptanylegalresponsibilityfor anyerrorsoromissionsthatmaybemade.Thepublishermakesnowarranty,expressorimplied,with respecttothematerialcontainedherein. Printedonacid-freepaper SpringerispartofSpringerScience+BusinessMedia(www.springer.com) Preface Economicvaluecreationinbusiness-to-business(B-to-B)marketsbyfarsurpasses value creation in the business-to-consumer (B-to-C) interface in many developed and emerging economies. In Germany as the most important European economy, the ratio is about three to one. Interestingly, this fact is barely reflected in how mainstream marketing scholars and professionals have treated the business-to- businessrealm;neglectmaybetheappropriateterm.Thisisallthemoreastonish- ingsincetheparadigmshiftfromtransactionaltorelational(B-to-C)marketingin the1980swasnothingnewtomanyB-to-Bmarketers. For many organizations selling their products and services to other organizations, their customer relationships are one of their dearest assets. In our fourbooksseries“MasteringBusinessMarkets”,thepresentvolumetouchesupon all relevant questions B-to-B companies face with regard to the management of customerrelationshipsandallmarketing-relatedaspectswithinthem. Wehavedividedthebookintothreeparts:basicprinciplesofbusinessrelation- ship management (Part I), analysis, goals, and strategies (Part II), and the imple- mentation of business relationship management (Part III). Part I gives a thorough theoreticalintroductionbasedonbothnewinstitutionaleconomicsandbehavioral B-to-B marketing theories. Part II is concerned with organization (re-)buying behavior, customer value and customer selection, and strategies within business relationship management. Finally, Part III provides tools and instruments to put businessrelationshipmanagementandmarketingintopractice:achapterontheuse oftheclassicalmarketinginstrumentswithinbusinessrelationshipsisfollowedbya reflectiononhowaB-to-BorganizationbestorganizesitselfanditsITinfrastruc- turetomeetthechallengesofbusinessrelationshipmanagementandmarketing. Since this book is based on the German language book “Gescha¨ftsbeziehungs- management”butwillbeusedinanewlycreatedinternationalExecutiveEducation program, the China-Europe Executive Master of Business Marketing, we also deemed it worthwhile focusing on a special type of business relationships, those between organizations in Europe and China. Thus, Chap. 6 touches upon special questionsthattheseinterculturalrelationsbringwiththem. As with every book, we have to say thanks to a number of people whose workwasinvaluableinfinalizingthiswork.Wethankallauthorswhocontributed to this volume. Our sincere gratitude goes to our research associates Silvia v vi Preface Stroe and Ilias Danatzis who managed the whole translation and editing process. The original translation was provided by A.C.T. Fachu¨bersetzungen GmbH. At Springer,Dr.PrashanthMahagaonkarservedasourpublishingeditor.Finally,our research assistant Corinna Ebert rendered outstanding service to all layout works. Ofcourseanyremaininginconsistenciesormistakesaretheloneresponsibilityof theeditors. Berlin,Germany MichaelKleinaltenkamp March2014 WulffPlinke IngmarGeiger Contents PartI BasicPrinciplesofBusinessRelationshipManagement 1 PhenomenonandChallengetoManagement. . . . . . . . . . . . . . . . . . 3 MichaelKleinaltenkamp,WulffPlinke,andAlbrechtSo¨llner 2 TheoreticalPerspectivesofBusinessRelationships: ExplanationandConfiguration. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 MichaelKleinaltenkamp,WulffPlinke,andAlbrechtSo¨llner PartII Analysis,GoalsandStrategiesofBusinessRelationship Management 3 RepeatPurchasinginBusinessRelationships. . . . . . . . . . . . . . . . . . 57 FrankJacob 4 CustomerValueandCustomerSelection. . . . . . . . . . . . . . . . . . . . . 85 MichaelKleinaltenkamp 5 StrategiesofBusinessRelationshipManagement. . . . . . . . . . . . . . . 109 IngmarGeiger 6 BusinessRelationshipManagementandMarketingin aEuropean-ChineseContext. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153 AlexanderTirpitzandMiaomiaoZhu PartIII ImplementationofBusinessRelationshipManagement 7 InstrumentsofBusinessRelationshipManagement. . . . . . . . . . . . . 195 IngmarGeigerandMichaelKleinaltenkamp 8 InternalImplementationofBusinessRelationshipManagement. . . . 245 IngmarGeigerandMichaelKleinaltenkamp vii viii Contents 9 CustomerRelationshipManagement. . . . . . . . . . . . . . . . . . . . . . . . 289 MartinGersch Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 331 Part I Basic Principles of Business Relationship Management
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