Key Account Management in Business-to-Business Markets

Key Account Management in Business-to-Business Markets

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Stefan Wengler provides a well founded answer to the question of the economic value and shows the need for the implementation of key account management. He presents a comprehensive, but easy-to-handle decision-making model that supports the decision on the most efficient key account management organization for individual companies. In addition, he gives a comprehensive overview on the key account management conception and its controlling tools.An Assessment of Its Economic Value Prof. ... 1997; Cannon/Narayandes 2000], the determination of key accounts [e.g. Stevenson 1980; Plinke 1989a, Pels 1992 ; ... their growth by increasing transaction volume a€“ and thus sales [Pegram 1972; Shapiro 1974, Blois 1977, Ford 1980]. ... in which key account management research became an important part in marketing research, its focus changed from anbsp;...


Title:Key Account Management in Business-to-Business Markets
Author: Prof. Dr. Michael Kleinaltenkamp, Stefan Wengler
Publisher:Springer Science & Business Media - 2007-11-06
ISBN-13:

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