Phenomenon and Challenge to Management

Michael Kleinaltenkamp (), Wulff Plinke () and Albrecht Söllner ()
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Michael Kleinaltenkamp: Freie Universität Berlin
Wulff Plinke: European School of Management & Technology
Albrecht Söllner: Euorpa-Universität Viadrina Frankfurt (Oder)

Chapter 1 in Business Relationship Management and Marketing, 2015, pp 3-26 from Springer

Abstract: 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.

Keywords: Transaction Cost; Switching Cost; Business Partner; Business Relationship; Market Transaction (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-662-43856-5_1

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DOI: 10.1007/978-3-662-43856-5_1

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