search query: @author McDonald, M. / total: 13
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| Author: | McDonald, M. |
| Title: | Key account management: theory practice and challenges |
| Journal: | Journal of Marketing Management
1997 : NOV, VOL. 13:8, p. 737-758 |
| Index terms: | MANAGEMENT MARKETING ACCOUNTING |
| Language: | eng |
| Abstract: | Key account management is a natural development of customer focus and relationship marketing in business-to-business markets. It offers critical benefits and opportunities for profit enhancement to both sides of the seller/buyer dyad. This paper describes a framework for understanding the development of key account relationships. It has also incorporated a comprehensive guide to the current practice of key account management and comments on the challenges for the future of key account management practice. |
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