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Customer Relationships in Industrial Networks

In: CRM Systems in Industrial Companies

Author

Listed:
  • Andrea Perna

    (Uppsala University)

  • Enrico Baraldi

    (Uppsala University)

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.

Suggested Citation

  • Andrea Perna & Enrico Baraldi, 2014. "Customer Relationships in Industrial Networks," Palgrave Macmillan Books, in: CRM Systems in Industrial Companies, chapter 2, pages 11-34, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-33566-1_2
    DOI: 10.1057/9781137335661_2
    as

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