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| Author: | Pardo, C. Naudè, P. |
| Title: | Unpicking the meaning of value in key account management |
| Journal: | European Journal of Marketing
2006 : VOL. 40:11-12, p. 1360-1374 |
| Index terms: | accounts sales management value analysis |
| Language: | eng |
| Abstract: | The aim of this article is to build on existing literature on value and proposes new perspectives and facets or relational value in key account management (KAM). The results show that a multifaceted key account value perspective includes three different types of value. They are exchange value, proprietary value, and relational value. The article discusses and presents a number of distinct key account value strategies. This paper provides an innovative concept of value in strategically important business-to-business relationship. |
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