Key Account Management in Business-to-Business Markets

An Assessment of Its Economic Value

  • Authors
  • Stefan Wengler

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

Bibliographic information

  • 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
  • Print ISBN 978-3-8350-0517-4
  • Online ISBN 978-3-8350-9355-3
  • About this book
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Telecommunications
Consumer Packaged Goods