Business Relationship Management and Marketing: Mastering Business Markets

342 Pages·2015·6.099 MB·English

by  Michael Kleinaltenkamp, Wulff Plinke, Ingmar Geiger (eds.)

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
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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
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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