Key Account Management in Business-to-Business Markets: An Assessment of Its Economic Value
- Author
- Stefan Wengler
- Publication Year
- 2006
- Publisher
- Springer
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
- Download Book Read book
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.
Keywords: 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
