Description
Marketing and implementing large-volume orders and major projects calls for specific types of expertise. This textbook deals with all of the management tasks involved: order management, inquiry evaluation and proposal preparation, pricing and revenue planning, order financing and financial engineering, contract management, negotiation management, project management, and finally project cooperation. Adopting a cross-sector perspective, it examines both traditional manufacturing industries and business-to-business services. All contributions are presented in an accessible style, making the book well-suited as both a managerial textbook and valuable practical guide. Michael Kleinaltenkamp is full professor of business and services marketing at Freie Universitt Berlin. He is joint program director of the Executive Master of Business Marketing and the China-Europe Executive Master of Business Marketing programs. His research interests include business-to-business marketing and services marketing. Wulff Plinke is the founding dean of the European School of Management and Technology (ESMT) in Berlin. Prior to joining ESMT he held positions as full professor at Humboldt Universitt zu Berlin and Freie Universitt Berlin. His research interest lies in the area business-to-business marketing. Ingmar Geiger is assistant professor of business and services marketing at Freie Universitt Berlin. He is joint program director of the Executive Master of Business Marketing and the China-Europe Executive Master of Business Marketing programs. His research interests include business-to-business marketing and negotiation.
