Skip to main content
SpringerLink
Log in
Book cover

Handbuch Industriegütermarketing pp 481–519Cite as

Kundenbindung im Industriegütergeschäft

  • Chapter

Zusammenfassung

Kundenbindung zählt zu den Themen, die über die letzten 10 Jahre in der Wissenschaft wie in der Praxis am intensivsten diskutiert wurden. Zahlreiche Unternehmen des Konsumgüter-, Dienstleistungs-, Handels- und nicht zuletzt des Industriegütersektors haben in dieser Zeit systematische Kundenbindungsaktivitäten geschaffen (z. B. Horstmann, 2003; Reichardt/Hausmann, 2003). Das Praxisinteresse an diesem Thema dokumentiert sich ferner in den Verkaufszahlen von managementorientierten Büchern, wie „The Loyalty Effect“(Reichheld/Teal, 2003) im angloamerikanischen oder „Handbuch Kundenbindung“(Bruhn/Homburg, 2003) im deutschsprachigen Raum.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   169.00
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Literatur

  • Anderson, E.W. (1996): Customer Satisfaction and Price Tolerance, in: Marketing Letters, Vol. 7, No. 3, pp. 19–30.

    Google Scholar 

  • Anderson, E.; Weitz, B.A. (1989): Determinants of Continuity in Conventional Industrial Channel Dyads, in: Marketing Science, Vol. 8, No. 4, pp. 310–323.

    Google Scholar 

  • Anderson, E.; Weitz, B.A. (1992): The Use of Pledges to Build and Sustain Commitment in Distribution Channels, in: Journal of Marketing Research, Vol. 29, No. 1, pp. 18–34.

    Google Scholar 

  • Backhaus, K. (1997): Relationship Marketing — Ein neues Paradigma im Marketing?, in: Bruhn, M.; Steffenhagen, H. (Hrsg.), Marktorientierte Unternehmensführung: Heribert Meffert zum 60. Geburtstag, Wiesbaden, S. 19–36.

    Google Scholar 

  • Backhaus, K. (2003): Industriegütermarketing, 7. Aufl., München.

    Google Scholar 

  • Backhaus, K.; Baumeister, C; Mühlfeld, K. (2003): Kundenbindung im Industriegütermarketing, in: Bruhn, M.; Homburg, Ch. (Hrsg.), Handbuch Kundenbindungsmanagement, 4. Aufl., Wiesbaden, S. 193–222.

    Google Scholar 

  • Backhaus, K.; Büschken, J. (1995), Organisationales Kaufverhalten, in: Tietz, B., Köhler, R., Zentes, J. (Hrsg.), Handwörterbuch des Marketing, 2. Aufl., Stuttgart, Sp. 1954–1966.

    Google Scholar 

  • Backhaus, K.; Büschken, J. (1999): The Paradox of Unsatisfying but Stable Relationships. A Look at German Car Suppliers, in: Journal of Business Research, Vol. 46, No. 3, pp. 245–257.

    Google Scholar 

  • Becker, J.; Homburg, Ch. (1999): Market-Oriented Management: A Systems-Based Perspective, in: Journal of Market-Focused Management, Vol. 4, No. 1, pp. 17–41.

    Google Scholar 

  • Bergen, M.; John, G. (1997): Understanding Cooperative Advertising Participation Rates in Conventional Channels, in: Journal of Marketing Research, Vol. 34, No. 3, pp. 357–369.

    Google Scholar 

  • Bliemel, F.; Eggert, A. (1998): Kundenbindung — die neue Sollstrategie?, in: Marketing — Zeitschrift für Forschung und Praxis, 19. Jg., Nr. 1, S. 37–45.

    Google Scholar 

  • Bruhn, M. (2003): Kundenorientierung. Bausteine für ein exzellentes Customer Relationship Management (CRM), 2. Aufl., München.

    Google Scholar 

  • Bruhn, M.; Homburg, Ch. (Hrsg.) (2003): Handbuch Kundenbindungsmanagement, 4. Aufl., Wiesbaden.

    Google Scholar 

  • Cannon, J.P.; Homburg, Ch. (2001): Buyer-Supplier-Relationships and Customer Firm Costs, in: Tournai of Marketing, Vol. 65, No. 1, pp. 29–43.

    Google Scholar 

  • Cannon, J.P.; Perreault, W.D. (1999): Buyer-Seller Relationships in Business Markets, in: Journal of Marketing Research, Vol. 36, No. 4, pp. 439–460.

    Google Scholar 

  • Dahlstrom, R.; McNeilly, K.M.; Speh, T.W. (1996): Buyer-Seller Relationships in the Procurement of Logistical Services, in: Journal of the Academy of Marketing Science, Vol. 24, No. 2, pp. 110–124.

    Google Scholar 

  • Day, G. (1969): A Two-Dimensional Concept of Brand Loyalty, in: Journal of Advertising Research, Vol. 9, No. 3, pp. 29–35.

    Google Scholar 

  • Dick, A.S.; Basu, K. (1994): Customer Loyalty: Toward an Integrated Conceptual Framework, in: Journal of the Academy of Marketing Science, Vol. 22, No. 2, pp. 99–113.

    Google Scholar 

  • Diller, H. (1996): Kundenbindung als Marketingziel, in: Marketing — Zeitschrift für Forschung und Praxis, 17. Jg., Nr. 2, S. 81–94.

    Google Scholar 

  • Diller, H.; Kusterer, M. (1988): Beziehungsmanagement — Theoretische Grundlagen und explorative Befunde, in: Marketing — Zeitschrift für Forschung und Praxis, 10. Jg., Nr. 3, S. 211–220.

    Google Scholar 

  • Duhan, D.; Johnson, S.D. (1997): Influences on Consumer Use of Word-of-Mouth Recommendation Sources, in: Journal of the Academy of Marketing Science, Vol. 25, No. 4, pp. 283–295.

    Google Scholar 

  • Doney, P.M.; Cannon, J.R (1997): An Examination of the Nature of Trust in Buyer-Seller Relationships, in: Journal of Marketing, Vol. 61, No. 2, pp. 35–51.

    Google Scholar 

  • Frazier, G.L.; Spekman, R.E.; O’neal, C.R. (1988): Just-in-Time Exchange Relationships in Industrial Markets, in: Journal of Marketing, Vol. 52, No. 4, pp. 52–67.

    Google Scholar 

  • Ganesan, S. (1994): Determinants of Long-Term Orientation in Buyer-Seller-Relationship, in: Journal of Marketing, Vol. 58, No. 2, pp. 1–19.

    Google Scholar 

  • Geyskens, I.; Steenkamp, J.-B.; Kumar, N. (1998): Generalizations About Trust in Marketing Channel Relationships Using Meta-Analysis, in: International Journal of Research in Marketing, Vol. 15, No. 3, pp. 223–248.

    Google Scholar 

  • Geyskens, I.; Steenkamp, J.-B.; Kumar, N. (1999): A Meta-Analysis of Satisfaction in Marketing Channel Relationships, in: Journal of Marketing Research, Vol. 36, May, pp. 223–238.

    Google Scholar 

  • Geyskens, I.; Steenkamp, J.B.; Scheer, L.K.; Kumar, N. (1996): The Effects of Trust and Interdependence on Relationship Commitment: A Trans-Atlantic Study, in: International Journal of Research in Marketing, Vol. 13, No. 4, pp. 303–317.

    Google Scholar 

  • Giering, A. (1999): Der Zusammenhang zwischen Kundenzufriedenheit und Kundenloyalität — Eine Untersuchung moderierender Effekte, Wiesbaden.

    Google Scholar 

  • Gierl, H.; Gehrke, G. (2004): Kundenbindung in industriellen Zuliefer-Abnehmer-Beziehungen, in: Zeitschrift für betriebswirtschaftliche Forschung, 56. Jg., H. 5, S. 203–236.

    Google Scholar 

  • Gundlach, G.T.; Achrol, R.S.; Mentzer, J.T. (1995): The Structure of Commitment in Exchange, in: Journal of Marketing, Vol. 59, No. 1, pp. 78–92.

    Google Scholar 

  • Gupta, S.; Lehman, D.R.; Stuart, J.A. (2004): Valuing Customers, in: Journal of Marketing Research, Vol. 41, No. 1, pp. 7–18.

    Google Scholar 

  • Hakansson, H. (Hrsg.) (1982): International Marketing and Purchasing of Industrial Goods: An Interaction Approach, Chichester.

    Google Scholar 

  • Hakansson, H.; Wootz, B. (1979): A Framework of Industrial Buying and Selling, in: Industrial Marketing Management, Vol. 8, No. 1, pp. 28–39.

    Google Scholar 

  • Hallen, L.; Johanson, J.; Seyed-Mohamed, N. (1991): Interfirm Adaptation in Business Relationships, in: Journal of Marketing, Vol. 55, No. 2, pp. 29–37.

    Google Scholar 

  • Haugland, S.A. (1999): Factors Influencing the Duration of International Buyer-Seller Relationships, in: Journal of Business Research, Vol. 46, No. 3, pp. 273–280.

    Google Scholar 

  • Heide, J.B.; John, G. (1990): Alliances in Industrial Purchasing: The Determinants of Joint Action in Buyer-Relationships, in: Journal of Marketing Research, Vol. 57, No. 1, pp. 27–36.

    Google Scholar 

  • Homburg, Ch. (2000): Kundennähe von Industriegüterunternehmen, 3. Aufl., Wiesbaden.

    Google Scholar 

  • Homburg, Ch.; Becker, A.; Hentschel, F. (2003): Der Zusammenhang zwischen Kundenzufriedenheit und Kundenbindung, in: Bruhn,M.; Homburg, Ch. (Hrsg.), Handbuch Kundenbindungsmanagement, 4. Aufl., Wiesbaden, S. 91–124.

    Google Scholar 

  • Homburg, Ch.; Bruhn, M. (2003): Kundenbindungsmanagement — Eine Einführung in die theoretischen und praktischen Problemstellungen, in: Bruhn, M.; Homburg, Ch. (Hrsg.), Handbuch Kundenbindungsmanagement, 4. Aufl., Wiesbaden, S. 3–40.

    Google Scholar 

  • Homburg, Ch.; Bucerius, M. (2003), Kundenzufriedenheit als Managementherausforderung, in: Homburg, Ch. (Hrsg.), Kundenzufriedenheit, 5. Aufl., Wiesbaden, S. 53–86.

    Google Scholar 

  • Homburg, Ch.; Giering, A. (2001): Personal Characteristics as Moderators of the Relationship Between Customer Satisfaction and Loyalty — An Empirical Analysis, in: Psy-chology & Marketing, Vol. 18, No. 1, pp. 43–66.

    Google Scholar 

  • Homburg, Ch.; Jensen, O. (1999): Lieferantenzahl, in: Schulte, C. (Hrsg.), Lexikon der Logistik, München, S. 240–243.

    Google Scholar 

  • Homburg, Ch.; Jensen, O. (2004): KAM-Excellence: Key Account-Management mit System, Arbeitspapier M85, in: Reihe Management Know-how, Institut für Marktorientierte Unternehmensführung, Universität Mannheim.

    Google Scholar 

  • Homburg, Ch.; Koschate, N. (2003): Kann Kundenzufriedenheit negative Reaktionen auf Preiserhöhungen abschwächen?, in: Die Betriebswirtschaft, 63. Jg., Nr. 6, S. 619–634.

    Google Scholar 

  • Homburg, Ch.; Koschate, N.; Hoyer, W.D. (2005): Do Satisfied Customers Really Pay More? A Study of the Relationship Between Customer Satisfaction and Willingness to Pay, erscheint in: Journal of Marketing.

    Google Scholar 

  • Homburg, Ch.; Krohmer, H. (2003): Marketingmanagement, Wiesbaden.

    Google Scholar 

  • Homburg, Ch.; Pflesser, C. (2000): A Multiple-Layer Model of Market-Oriented Organizational Culture: Measurement Issues and Performance Outcomes, in: Journal of Marketing Research, Vol. 37, No. 4, pp. 449–462.

    Google Scholar 

  • Homburg, Ch.; Sieben, F. (2000): Customer Relationship Management: Strategische Ausrichtung statt IT-getriebenem Aktivismus, Arbeitspapier M52, in: Reihe Management Know-how, Institut für Marktorientierte Unternehmensführung, Universität Mannheim.

    Google Scholar 

  • Homburg, Ch.; Werner, H. (1998): Kundenorientierung mit System: mit Customer Orientation Management zu profitablem Wachstum, Frankfurt a. M.

    Google Scholar 

  • Homburg, Ch.; Workman, J.P.; Jensen, O. (2000): Fundamental Changes in Marketing Organization: The Movement Toward a Customer-Focused Organizational Structure, in: Journal of the Academy of Marketing Science, Vol. 28, No. 4, pp. 459–478.

    Google Scholar 

  • Homburg, Ch.; Workman, J.P.; Jensen, O. (2002): A Configurational Perspective on Key Account Management, in: Journal of Marketing, Vol. 66, No. 2, pp. 38–60.

    Google Scholar 

  • Horstmann, R. (2003): Kundenbindung im Industriegüterbereich: Das Beispiel Thys-senKrupp, in: Bruhn, M.; Homburg, Ch. (Hrsg.), Handbuch Kundenbindungsmanagement, 4. Aufl., Wiesbaden, S. 825–846.

    Google Scholar 

  • Jacoby, J.; Chestnut, R.W. (1978): Brand Loyalty, New York.

    Google Scholar 

  • Jensen, O. (2004): Key-Account-Management: Gestaltung, Determinanten, Erfolgsauswirkungen, 2. Aufl., Wiesbaden.

    Google Scholar 

  • Johnston, W.J.; Bonoma, T.V. (1981), The Buying Center: Structure and Interaction Patterns, in: Journal of Marketing, Vol. 45, No. 3, pp. 143–156.

    Google Scholar 

  • Johnston, W.J.; Lewin, J.E.; Spekman, R.E. (1999): International Industrial Marketing Interactions: Dyadic and Network Perspectives, in: Journal of Business Research, Vol. 46, No. 3, pp. 259–271.

    Google Scholar 

  • Joshi, A.W.; Stump, R.L. (1999), The Contingent Effect of Specific Asset Investments on Joint Action in Manufacturer-Supplier Relationships: An Empirical Test of the Moderating Role of Reciprocal Asset Investments, Uncertainty, and Trust, in: Journal of the Academy of Marketing Science, Vol. 27, No. 3, pp. 291–305.

    Google Scholar 

  • Kalwani, U.M.; Narayandas, N. (1995): Long-Term Manufacturer-Supplier Relationships: Do They Pay Off for Supplier Firms?, in: Journal of Marketing, Vol. 59, No. 1, pp. 1–16.

    Google Scholar 

  • Kennedy, K.N.; Goolsby, J.R.; Arnould, E.J. (2003): Implementing a Customer Orientation: Extension of Theory and Application, in: Journal of Marketing, Vol. 67, No. 4, pp. 67–81.

    Google Scholar 

  • Kleinaltenkamp, M. (2003): Kundenbindung durch Kundenintegration, in: Bruhn, M.; Homburg, Ch. (Hrsg.), Handbuch Kundenbindungsmanagement, 4. Aufl., Wiesbaden, S. 353–370.

    Google Scholar 

  • Koschate, N. (2002): Kundenzufriedenheit und Preisverhalten, Wiesbaden.

    Google Scholar 

  • Leuthesser, L.; Kohli, A.K. (1995): Relational Behavior in Business Markets, in: Journal of Business Research, Vol. 34, No. 3, pp. 221–233.

    Google Scholar 

  • Matsuno, K.; Mentzer, J.T.; Özsomer, A. (2002): The Effects of Entrepreneurial Proclivity and Market Orientation on Business Performance, in: Journal of Marketing, Vol. 66, No. 3, pp. 18–32.

    Google Scholar 

  • Meyer, A.; Oevermann, D. (1995): Kundenbindung, in: Tietz, B. (Hrsg.), Handwörterbuch des Marketing (HWM), 2. Aufl., Stuttgart, Sp. 1340–1351.

    Google Scholar 

  • Meyer, J.P.; Allen, N.J. (1991): A Three-Component Conceptualization of Organizational Commitment, in: Human Resource Management Review, Vol. 1, No. 1, pp. 61–89.

    Google Scholar 

  • Mishra, D.P.; Heide, J.B.; Cort, S.G. (1998): Information Asymmetry and Levels of Agency Relationships, in: Journal of Marketing Research, Vol. 35, No. 3, pp. 277–295.

    Google Scholar 

  • Mittal, V; Kamakura, W.A. (2001): Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics, in: Journal of Marketing Research, Vol. 38, No. 1, pp. 131–142.

    Google Scholar 

  • Mittal, V; Kumar, P.; Tsiros, M. (1999): Attribute-Level Performance, Satisfaction, and Behavioral Intentions over Time: A Consumption-System Approach, in: Journal of Marketing, Vol. 63, No. 2, pp. 88–101.

    Google Scholar 

  • Mohr, J.J.; Fisher, R.J.; Nevin, J.R. (1996): Collaborative Communication in Interfirm Relationships: Moderating Effects of Integration and Control, in: Journal of Marketing, Vol. 60, No. 3, pp. 103–115.

    Google Scholar 

  • Moorman, C; Deshpandé, R.; Zaltman, G. (1993): Factors Affecting Trust in Market Research Relationships, in: Journal of Marketing, Vol. 57, No. 1, pp. 81–101.

    Google Scholar 

  • Mudambi, R.; Helper, S. (1998): The “Close but Adversarial” Model of Supplier Relations in the U.S. Auto Industry, in: Strategic Management Journal, Vol. 19, No. 8, pp. 775–792.

    Google Scholar 

  • Müllner, M. (2002): Leistungen für International Key Accounts auf Industriegütermärkten, Dissertation Nr. 2592, Universität St. Gallen.

    Google Scholar 

  • Murry, J.P.; Heide, J.B. (1998): Managing Promotion Program Participation Within Manufacturer-Retailer Relationships, in: Journal of Marketing, Vol. 62, No. 1, pp. 58–68.

    Google Scholar 

  • Narver, J.C.; Slater, S.F.; Tietje, B. (1998): Creating a Market Orientation, in: Journal of Market Focused Management, Vol. 2, No. 3, pp. 241–255.

    Google Scholar 

  • Oliver, R.L. (1997): Satisfaction: A Behavioral Perspective on the Consumer, New York.

    Google Scholar 

  • Oliver, R.L. (1999): Whence Consumer Loyalty?, in: Journal of Marketing, Vol. 63, No. 4, pp. 33–44.

    Google Scholar 

  • Olsen, S.O. (2002): Comparative Evaluation and the Relationship Between Quality, Satisfaction, and Repurchase Loyalty, in: Journal of the Academy of Marketing Science, Vol. 30, No. 3, pp. 240–249.

    Google Scholar 

  • Peter, S. (2001): Kundenbindung als Marketingziel: Identifikation und Analyse zentraler Determinanten, 2. Aufl., Wiesbaden.

    Google Scholar 

  • Plinke, W; Söllner, A. (2003): Kundenbindung und Abhängigkeitsbeziehungen, in: Bruhn, M.; Homburg, Ch. (Hrsg.), Handbuch Kundenbindungsmanagement, 4. Aufl., Wiesbaden, S. 65–89.

    Google Scholar 

  • Reichardt, H.; Hausmann, U. (2003): Kundenbeziehungsmanagement in der Druck-und Verlagsindustrie: Das Beispiel Heidelberger Druckmaschinen, in: Bruhn, M.; Homburg, Ch. (Hrsg.), Handbuch Kundenbindungsmanagement, 4. Aufl., Wiesbaden, S. 847–862.

    Google Scholar 

  • Reichheld, F.F.; Sasser, E.W. (1990): Zero-Defections: Quality Comes to Services, in: Harvard Business Review, Vol. 68, No. 5, pp. 105–111.

    Google Scholar 

  • Reichheld, F.F.; Teal, T. (2003): The Loyalty Effect: The Hidden Force behind Growth, Profits and Lasting Value, Boston.

    Google Scholar 

  • Reinartz, W.J.; Krafft, M. (2001): Überprüfung des Zusammenhangs von Kundenbindungsdauer und Kundenertragswert, in: Zeitschrift für Betriebswirtschaft, 71. Jg., Nr. 11, S. 1263–1281.

    Google Scholar 

  • Reinartz, W.J.; Kumar, V (2002): The Mismanagement of Customer Loyalty, in: Harvard Business Review, Vol. 80, No. 7, pp. 86–97.

    Google Scholar 

  • Reinartz, W.J.; Kumar, V (2003): The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration, in: Journal of Marketing, Vol. 67, No. 1, pp. 77–99.

    Google Scholar 

  • Rindfleisch, A. (2000), Organizational Trust and Interfirm Cooperation: An Examination of Horizontal Versus Vertical Alliances, in: Marketing Letters, Vol. 11, No. 1, pp. 81–95.

    Google Scholar 

  • Roehm, M.L.; Pullins, E.B.; Roehm, H.A. Jr. (2002): Designing Loyalty-Building Programs for Packaged Goods Brands, in: Journal of Marketing Research, Vol. 39, No. 2, pp. 202–213.

    Google Scholar 

  • Sengupta, S.; Krapfel, R.; Pusateri, M. (1997): The Strategic Sales Force, in: Marketing Management, Vol. 6, No. 2, pp. 29–34.

    Google Scholar 

  • Sheth, J. (1973): A Model of Industrial Buying Behavior, in: Journal of Marketing, Vol. 37, No. 4, pp. 50–56.

    Google Scholar 

  • Sheth, J.; Parvatiyar, A. (1995): Relationship Marketing in Consumer Markets: Antecedents and Consequences, in: Journal of the Academy of Marketing Science, Vol. 23, No. 4, pp. 255–271.

    Google Scholar 

  • Singh, J.; Sirdeshmukh, D. (2000): Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments, in: Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp. 150–167.

    Google Scholar 

  • Sirdeshmukh, D.; Singh, J.; Sabol, B. (2002): Consumer Trust, Value, and Loyalty in Relational Exchanges, in: Journal of Marketing, Vol. 66, No. 1, pp. 15–37.

    Google Scholar 

  • Szymanski, D.M.; Henard, D. H. (2001): Customer Satisfaction: A Meta-Analysis of the Empirical Evidence, in: Journal of the Academy of Marketing Science, Vol. 29, No. 1, pp. 1–15.

    Google Scholar 

  • Verhoef, P.C. (2003): Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development, Journal of Marketing, Vol. 67, No. 4, pp. 30–45.

    Article  Google Scholar 

  • Weitz, B.A.; Bradford, K.D. (1999): Personal Selling and Sales Management: A Relationship Marketing Perspective, in: Journal of the Academy of Marketing Science, Vol. 27, No. 2, pp. 241–254.

    Google Scholar 

  • Workman, J.P.; Homburg, Ch.; Jensen, O. (2003): Intraorganizational Determinants of Key Account Management Effectiveness, in: Journal of the Academy of Marketing Science, Vol. 31, No. 1, pp. 3–21.

    Google Scholar 

  • YI, Y.; Jeon, H. (2003): Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty, in: Journal of the Academy of Marketing Science, Vol. 31, No. 3, pp. 229–240.

    Google Scholar 

  • Zeithaml, V.A.; Berry, L.L.; Parasuraman, A. (1996): The Behavioral Consequences of Service Quality, in: Journal of Marketing, Vol. 60, No. 2, pp. 31–46.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Universität Mannheim, Deutschland

    Prof. Dr. Christian Homburg (Inhaber des Lehrstuhls für Allgemeine Betriebswirtschaftslehre und Marketing I, Wissenschaftlicher Direktor, Vorsitzender des wissenschaftlichen Beirates der Unternehmensberatung Prof. Homburg & Partner)

  2. Instituts für Marktorientierte Unternehmensführung (IMU), Universität Mannheim, Deutschland

    Prof. Dr. Christian Homburg (Inhaber des Lehrstuhls für Allgemeine Betriebswirtschaftslehre und Marketing I, Wissenschaftlicher Direktor, Vorsitzender des wissenschaftlichen Beirates der Unternehmensberatung Prof. Homburg & Partner)

  3. Universität Mannheim, Deutschland

    Dr. Ove Jensen (Habilitand am Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Marketing I)

Authors
  1. Prof. Dr. Christian Homburg
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Dr. Ove Jensen
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Instituts für Anlagen und Systemtechnologien im Marketing Centrum, Westfälischen Wilhelms-Universität Münster, Deutschland

    Klaus Backhaus (Direktor, Honorarprofessor) (Direktor, Honorarprofessor)

  2. Strategisches Technologiemanagement, Technischen Universität Berlin, Deutschland

    Klaus Backhaus (Direktor, Honorarprofessor) (Direktor, Honorarprofessor)

  3. Marketing im Institut für Betriebswirtschaftslehre, Universität Hohenheim, Deutschland

    Markus Voeth (Inhaber des Lehrstuhls) (Inhaber des Lehrstuhls)

Rights and permissions

Reprints and permissions

Copyright information

© 2004 Betriebswirtschaftlicher Verlag Dr. Th. Gabler/GWV Fachverlage GmbH, Wiesbaden

About this chapter

Cite this chapter

Homburg, C., Jensen, O. (2004). Kundenbindung im Industriegütergeschäft. In: Backhaus, K., Voeth, M. (eds) Handbuch Industriegütermarketing. Gabler Verlag. https://doi.org/10.1007/978-3-322-91260-2_19

Download citation

  • DOI: https://doi.org/10.1007/978-3-322-91260-2_19

  • Publisher Name: Gabler Verlag

  • Print ISBN: 978-3-322-91261-9

  • Online ISBN: 978-3-322-91260-2

  • eBook Packages: Springer Book Archive

Publish with us

Policies and ethics

Search

Navigation