Customer Relationships in Industrial Networks

Andrea Perna and Enrico Baraldi
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Andrea Perna: Uppsala University
Enrico Baraldi: Uppsala University

Chapter 2 in CRM Systems in Industrial Companies, 2014, pp 11-34 from Palgrave Macmillan

Abstract: Abstract This chapter provides a review of the literature and key theoretical concepts about business-to-business (B2B) customer relationships and how they can be managed. After introducing the Industrial Marketing and Purchasing (IMP) perspective on relationships (Section 2.1), we discuss their complex (Section 2.2) and dynamic nature (Section 2.3). Based on this understanding of the characteristics of B2B customer relationships, Section 2.4 addresses the issue of managing relationships, both one by one and as part of a customer portfolio. Section 2.5 concludes the chapter by proposing an alternative, network-based view of Key Account Management (KAM), that is, the practice of managing key customer relationships.

Keywords: Manage Customer Relationship; Customer Relationship; Business Network; Business Relationship; Actor Bond (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-33566-1_2

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DOI: 10.1057/9781137335661_2

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