haku: @author Millman, T. / yhteensä: 4
viite: 3 / 4
Tekijä: | Millman, T. Wilson, K. |
Otsikko: | From key account selling to key account management |
Lehti: | Journal of Marketing Practice: Applied Marketing Science
1995 : VOL. 1:1, p. 9-21 |
Asiasana: | MANAGEMENT MODELS MARKETING |
Kieli: | eng |
Tiivistelmä: | Recent interest in relationship marketing and customer retention has refocused the attention of marketing academics and managers towards key account management (KAM) systems as a means of operationalizing long-term buyer/seller relationships. The paper examines the nature of KAM in industrial markets structured around several strategic issues elicited from tow main sources: empirical research in the area of industrial sales management and selling to major accounts, and observations from running a series of management development programmes for account managers. |
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