search query: @author Rogers, B. / total: 5
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| Author: | Ryals, L. Rogers, B. |
| Title: | Key account planning: benefits, barriers and best practice |
| Journal: | Journal of Strategic Marketing
2007 : MAY-JUL, VOL. 15:2-3, p. 209-222 |
| Index terms: | accounts marketing |
| Language: | eng |
| Abstract: | The emergency of key account plans as a critical subset of the marketing plan in business-to-business markets needs to be adressed, as key account plans have their own unique complexities. Nowadays there is a need for a more widespread understanding of the benefits of key account planning, encompassing processes and outputs. This article describes current best practise in key account planning and plans based on a four-phase project in 78 international companies. This article demonstrates the benefits of key account planning and sets out a framework for implementing key account planning as a business project. The article goes on to describe the contents of key account plan and to note some common defects found in such plans. |
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