Description

Business Relationship Management (BRM) stimulates and shapes business demand for a providerís products and services, ensuring that their value is captured and optimized. Relationship management involves an ongoing engagement strategy between an organization and its audience or supply chain. This can occur in business-to-consumer (B2C) or business-to-business (B2B) contexts, aiming to create partnerships rather than transactional relationships. This is achieved through sales, service, and data analysis. BRM employs techniques and disciplines similar to Customer Relationship Management (CRM). While CRM typically focuses on external customers, BRM deals with a companyís internal business partners or internal providers' products and services. This approach fosters better internal collaboration and efficiency, enhancing overall business value. The book on BRM is essential for students of business marketing, purchasing, business networks, and relationship management at the MBA and final-year undergraduate levels. It also serves as a valuable resource for managers in various business market roles, including purchasing, marketing, technical development, and distribution. The book offers insights into building effective business relationships that go beyond mere transactions to foster long-term partnerships and optimize business performance.