Download Key Account Management in Business-to-Business Markets: An by Stefan Wengler (auth.) PDF

By Stefan Wengler (auth.)

In occasions of fierce festival in business-to-business markets powerful and economically sound company relationships with a company's shoppers rank one of the major luck elements. As a good verified advertising administration belief, key account administration is of specific importance during this context. curiously adequate, empirical study experiences have lately proved that courting advertising, and especially key account administration, doesn't in attaining the commercial price initially anticipated.

Stefan Wengler offers a good based solution to the query of the industrial price and exhibits the necessity for the implementation of key account administration. He provides a accomplished, yet easy-to-handle decision-making version that helps the choice at the best key account administration association for person businesses. moreover, the writer provides a accomplished evaluate at the key account administration perception and its controlling tools.

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Additional resources for Key Account Management in Business-to-Business Markets: An Assessment of Its Economic Value

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However, defining key account management represents a bigger challenge than originally thought as no commonly accepted definition exists despite the various concepts of key account management [Gosselin/Heene 2000, p. " [Sengupta et al. 1997a] make it evident that even the SAM A does not know why or why not a key account management program is implemented. A framework concerning this question is still missing and further research is needed. 3). g. Stevenson [1980/1981], Barrett [1986] and McDonald et al.

Stevenson [1980/1981], Barrett [1986] and McDonald et al. [1997]. ^6 State-of-the-art of key account management Key account management is known under numerous synonyms and over time the articles on key account management have applied inconsistent terminologies [Coppet/Staples 1983; Kurzrock 1983; Maher 1984; Stevenson/Page 1979; Tutton 1987], which finally all mean the same. Key account management has gone by many names like large account management, key account management, major account management, international or global account management, strategic account management, corporate account management, national account management as well as national account marketing [Millman/Wilson 1995; Rieker 1995, p.

2002a, p. 38]. Due to centralized procurement efforts, customers also expect a coordinated selling approach like uniform pricing terms, logistics and service standards [Montgomery/Yip 2000]. Therefore, companies often implement key account management - a decision not always necessary [see therefore Weitz/Bradford 1999]. S and Europe [Maher 1984; Platzer 1984; Shapiro/Moriarty 1982, p. 15-17; Napolitano 1997, p. 3]:^^ the saturation of markets, supply uncertainties due to the Arab oil crisis, the increasing need for cost reduction and cost avoidance [ShapiroAVyman 1981], increased pressure on the selling companies to improve quality and services [Bragg 1982], wide geographic dispersion of buyers for the same company [Shapiro/Moriarty 1982], a reduced customer and supplier base [Bragg 1982, Shapiro/Wyman 1981], sophisticated buyers [Maher 1984] as well as an increased desire for developing partnerships [Shapiro/Posner 1976].

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