Key Account Management - Lterature Review
Title: Key Account Management - Lterature Review
Category: /Business & Economy
Details: Words: 3120 | Pages: 11 (approximately 235 words/page)
Key Account Management - Lterature Review
Category: /Business & Economy
Details: Words: 3120 | Pages: 11 (approximately 235 words/page)
1.INTRODUCTION There has been an increase in attention paid to management of key account programs by both academics and practitioners. As Schultz, R. J. and Evans, K. R. (2002) indicated, developing long-term sales relationship with large-scale buyers has become of paramount to marketers.
Many customers today are faced with powerful and more demanding customers. As a result, key account management is an approach adopted by selling companies aimed at building portfolio of loyal key account by
showed first 75 words of 3120 total
You are viewing only a small portion of the paper.
Please login or register to access the full copy.
Please login or register to access the full copy.
showed last 75 words of 3120 total
Pardo, C. (1999b) Key account management in the business-to-business field: the key account's point of view. Journal of Personal Selling & Selling Management, 17(4), p. 17-26.
Schultz, R. J. and Evans, K. R. (2002) Strategic collaborative communication by key account representatives. Journal of Personal Selling & Selling Management, 22(1), p. 23-31.
Sharma, A. (1997) Who prefers key account management programs? An investigation of business buying behavior and buying firm characteristics. Journal of Personal Selling & Selling Management, 17(4), p. 27-39.