| 书目名称 | Key Account Management in Business-to-Business Markets |
| 副标题 | An Assessment of Its |
| 编辑 | Stefan Wengler |
| 视频video | http://file.papertrans.cn/543/542515/542515.mp4 |
| 丛书名称 | Business-to-Business-Marketing |
| 图书封面 |  |
| 描述 | Key account management as an alternative organizational form of marketing management became increasingly popular in many companies during the last years. In its beginning, key account management was particularly applied in the consumer packaged goods industry with respect to wholesalers as well as large department stores; for some time, key account management has also been applied time by suppliers in industrial markets as well as by companies offering product-related services in order to serve their most important customers. Despite its practical relevance in marketing management, the implementation of key account management as well as its integration within the supplier‘s organization is hardly realized on an adequate economic evaluation. Similarly, key account management controlling of an already implemented key account management organization is also lacking. These organizational units are, once implemented, neither controlled nor evaluated concerning their economic performance. With respect to these rather surprising findings in marketing management practice the author develops a theory-based decision support model, which seems capable of overcoming the previously described de |
| 出版日期 | Book 2006 |
| 关键词 | B-to-B; Efficiency; account management; business; business-to-business; controlling; decision support; eval |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-8350-9355-3 |
| isbn_softcover | 978-3-8350-0517-4 |
| isbn_ebook | 978-3-8350-9355-3 |
| copyright | Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2006 |
|Archiver|手机版|小黑屋|
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