Get Key Account Management in Business-to-Business Markets: An PDF

By Stefan Wengler (auth.)

ISBN-10: 3835005170

ISBN-13: 9783835005174

ISBN-10: 383509355X

ISBN-13: 9783835093553

In instances of fierce festival in business-to-business markets powerful and economically sound enterprise relationships with a company's buyers rank one of the major good fortune elements. As a good verified advertising administration belief, key account administration is of specific importance during this context. apparently sufficient, empirical learn stories have lately proved that courting advertising and marketing, and especially key account administration, doesn't in achieving the industrial price initially anticipated.

Stefan Wengler presents a good based solution to the query of the commercial price and exhibits the necessity for the implementation of key account administration. He offers a complete, yet easy-to-handle decision-making version that helps the choice at the most productive key account administration association for person businesses. furthermore, the writer offers a accomplished assessment at the key account administration belief and its controlling tools.

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

Example text

In their conclusion of the article, Boles et al. [1996] point out that business must accept the cost associated with developing relationship marketing [Boles et al. 1996, p. 19]. Assigning dedicated resources to a customer is the consistent realization of the current emphasis being placed on knowing your customer's needs and providing value added services to supplement your product-service offering [Boles et al. 1999, p. 265]. Therefore, key account management has to be seen as an investment in a business relationship.

G. Diller [1989], McDonald et al. [1997], Homburg et al. ), because research topics were predominantly influenced by the key account manager's problems experienced in day-to-day business. The unsystematic procedure in developing the key account management concept is responsible for implementing key account management, but without genuinely considering its efficiency and profitability. As firms experience increased competition, the companies are left without any orientation (concerning the question whether to keep or abandon their existing key account management program).

4]. Therefore, relationship marketing can be seen as a business strategy paradigm [Li/Nicholls 2000] that focuses on the systematic development of ongoing, collaborative business relationships as a key source of sustainable competitive advantage [Gruen 1997, p. 33; Berry 1995; Berry 2002, p. 3 Relationship marketing as relationship buying and relationship selling Even though it has been previously found that companies are increasingly moving towards a relational understanding of transaction, it is unclear if relationship marketing is considered to be a one-sided approach by the supplier or if it implies a relational approach from the seller as well as from the buyer.

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Key Account Management in Business-to-Business Markets: An Assessment of Its Economic Value by Stefan Wengler (auth.)

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