Beziehungsmarketing und organisatorische Beziehungen

Relationship marketing has become the focal point of attention for researchers and scholars around the world. This topic has unveiled the phenomenon of marketing to build customer relationship marketing. A discussion of relationship marketing from the study of fast-moving consumer goods (FMCG) marketing theory, as well as strategic and business practices in general, is included in this textbook. It covers the marketing mix, agency theory, channel management, consumer and business behavior, human and organizational behavior in human resource management (HRM), and organizational relationships. It is expected that students as well as doctoral candidates in professional academic or business practice settings will acquire theoretical understanding and concepts such as: (1) the expansion of knowledge about marketing and corporate management; (2) academic research for directors and practitioners; (3) references to corporate governance and marketing practices; (4) the development of student competencies; (5) the provision of opportunities for entrepreneurial practice; and (6) the renewal of theories and concepts as material in training and development.