Essays on customer engagement strategies and tactics in business and consumer markets
vorgelegt von Dipl.-Kfm. Manuel Berkmann ; Gutachter: Werner Reinartz, André Marchand
| Year of publication: |
2020
|
|---|---|
| Authors: | Berkmann, Manuel |
| Other Persons: | Reinartz, Werner J. (degree supervisor) ; Marchand, André (degree supervisor) |
| Publisher: |
2020: Köln : Universitäts- und Stadtbibliothek Köln |
| Subject: | Customer engagement & partner engagement | Business-to-business | business value chain | vertical and horizontal collaboration | Assertiveness & cooperativeness | Field service employees | Service-sales ambidexterity | Motivation-Opportunity-Ability (MOA) framework | TV advertising | Advertising avoidance | zapping | Advertising content | Beziehungsmarketing | Relationship marketing | Betriebliche Wertschöpfung | Value creation | Lieferantenmanagement | Supplier relationship management | Werbung | Advertising | Kundenintegration | Customer integration | Online-Marketing | Internet marketing | Unternehmenskooperation | Inter-firm cooperation | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | B-to-B-Marketing | Business-to-business marketing |
freely available
| Extent: | 1 Online-Ressource (circa 195 Seiten) Illustrationen |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Hochschulschrift ; Aufsatzsammlung ; Graue Literatur ; Non-commercial literature |
| Language: | English |
| Thesis: | Dissertation, Universität zu Köln, 2020 |
| Notes: | Enthält mehrere Beiträge |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012298430