Key Account Management in Business-to-Business Markets: An Assessment of Its Economic Value
- المؤلف
- Stefan Wengler
- سنة النشر
- 2006
- الناشر
- Springer
- لغة الملف
- انكليزي
- نوع الملف
- Book
- تصنيف الكتاب
- Business Administration
- تحميل الكتاب قراءة الكتاب
In times of fierce competition in business-to-business markets strong and economically sound business relationships with a company's customers rank among the main success factors. As a well established marketing management conception, key account management is of particular significance in this context. Interestingly enough, empirical research studies have recently proved that relationship marketing, and particularly key account management, does not achieve the economic value originally expected.
الكلمات المفتاحية: Business and Economics / B-to-B / Efficiency / Account management / Business / Business-to-business / Controlling / Decision support / Evaluation / Management / Marketing / Marketing management / Organization / Organizations / Service / Transaction costs
