Rounding Out Relationship Management: Trade Shows, Call Centers, Internet

  • Christian HomburgEmail author
  • Heiko Schäfer
  • Janna Schneider
Part of the Management for Professionals book series (MANAGPROF)


This chapter considers other forms of salesperson-customer contact beyond the traditional face-to-face sales call. The authors for example lay out detailed steps for planning and implementing a successful trade show experience and analyze various objectives a firm may have going into such an experience.

The internet section of this chapter gives extensive attention to the use of the internet as a relationship management tool, including ways to leverage its interactivity, multi-functionality, individuality, and selectivity. The authors also examine the extensive range of elements necessary for a successful internet presence.


Success Factor Call Center Virtual Community Retail Store Electronic Marketplace 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Christian Homburg
    • 1
    Email author
  • Heiko Schäfer
    • 2
  • Janna Schneider
    • 3
  1. 1.Lehrstuhl für ABWL und Marketing IUniversität MannheimMannheimGermany
  2. 2.MünchenGermany
  3. 3.GanderkeseeGermany

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