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© 2006

Key Account Management in Business-to-Business Markets

An Assessment of Its Economic Value

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About this book

Introduction

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 context. Interestingly enough, empirical research studies have recently proved that relationship marketing, and particularly key account management, does not achieve the economic value originally expected.

Stefan Wengler provides a well founded answer to the question of the economic value and shows the need for the implementation of key account management. He presents a comprehensive, but easy-to-handle decision-making model that supports the decision on the most efficient key account management organization for individual companies. In addition, the author gives a comprehensive overview on the key account management conception and its controlling tools.

Keywords

B-to-B Efficiency account management business business-to-business controlling decision support evaluation management marketing marketing management organization organizations service transaction costs

About the authors

Dr. Stefan Wengler war wissenschaftlicher Mitarbeiter von Prof. Dr. Michael Kleinaltenkamp am Institut für Marketing der Freien Universität Berlin. Er ist als Assistent der Geschäftsführung des Logistikdienstleisters LEHNKERING tätig.

Bibliographic information

  • Book Title Key Account Management in Business-to-Business Markets
  • Book Subtitle An Assessment of Its Economic Value
  • Authors Stefan Wengler
  • DOI https://doi.org/10.1007/978-3-8350-9355-3
  • Copyright Information Deutscher Universitäts-Verlag | GWV Fachverlage GmbH, Wiesbaden 2006
  • Publisher Name DUV
  • eBook Packages Business and Economics Business and Management (R0)
  • Softcover ISBN 978-3-8350-0517-4
  • eBook ISBN 978-3-8350-9355-3
  • Edition Number 1
  • Number of Pages XVI, 294
  • Number of Illustrations 0 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
  • Buy this book on publisher's site
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