Key Account Management in Business-to-Business Markets An Assessment of Its Economic Value /

• Κύριος συγγραφέας: Wengler, Stefan (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : DUV, 2006.
• Θέματα: Business.; Marketing.; Business and Management.

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...

Πίνακας περιεχομένων:

• State-of-the-art of key account management in academia and science
• Key account management controlling
• Analyzing key account management from the perspective of transaction cost economics
• Challenging the organization: the implementation of key account management
• Determining the economic value of key account management in business relationships
• Management implications
• Conclusion.