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Macmillan Higher Education Palgrave Higher Education

Business Project Management and Marketing

Mastering Business Markets

ISBN 9783662485064
Publication Date January 2016
Formats Hardcover Ebook 
Publisher Springer

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 Universität 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 Universität zu Berlin and Freie Universität Berlin. His research interest lies in the area business-to-business marketing. 

Ingmar Geiger is assistant professor of business and services marketing at Freie Universität 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. 

Order Management
Inquiry Evaluation and Proposal Preparation
Pricing and Revenue Planning in the Project Business
Order Financing and Financial Engineering
Contract Management
Negotiation Management
Project Management
Project Cooperation.

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