Download PDF by Stefan Wengler (auth.): Key Account Management in Business-to-Business Markets: An

By Stefan Wengler (auth.)

ISBN-10: 3835005170

ISBN-13: 9783835005174

ISBN-10: 383509355X

ISBN-13: 9783835093553

In instances of fierce festival in business-to-business markets robust and economically sound enterprise relationships with a company's buyers rank one of the major good fortune elements. As a good tested advertising and marketing administration notion, key account administration is of specific value during this context. curiously adequate, empirical learn experiences have lately proved that dating advertising and marketing, and especially key account administration, doesn't in attaining the industrial price initially anticipated.

Stefan Wengler presents a good based resolution to the query of the commercial worth and exhibits the necessity for the implementation of key account administration. He offers a finished, yet easy-to-handle decision-making version that helps the choice at the best key account administration association for person businesses. moreover, the writer supplies a finished evaluation at the key account administration perception and its controlling tools.

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Extra info for Key Account Management in Business-to-Business Markets: An Assessment of Its Economic Value

Sample text

In their conclusion of the article, Boles et al. [1996] point out that business must accept the cost associated with developing relationship marketing [Boles et al. 1996, p. 19]. Assigning dedicated resources to a customer is the consistent realization of the current emphasis being placed on knowing your customer's needs and providing value added services to supplement your product-service offering [Boles et al. 1999, p. 265]. Therefore, key account management has to be seen as an investment in a business relationship.

The variable costs thus may reduce the customer value on the other hand if the additional profits (generated due to the implementation of key account management) are overcompensated by the set-up and maintenance costs of the key account management organization as well as the additional organizational complexity. Thus, key account management requires a strict cost management,^* which seems to concern the complete company. A lot of opportunities for the reduction of transaction costs and process costs will be given - if an adequate key account management is established [Levitt 1983; Jackson 1985, p.

2002; Kumar et al. 2003. p. ^"^ The proposed definition assumes that the company knows which companies it can consider as a key account. In their conclusion of the article, Boles et al. [1996] point out that business must accept the cost associated with developing relationship marketing [Boles et al. 1996, p. 19]. Assigning dedicated resources to a customer is the consistent realization of the current emphasis being placed on knowing your customer's needs and providing value added services to supplement your product-service offering [Boles et al.

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Key Account Management in Business-to-Business Markets: An Assessment of Its Economic Value by Stefan Wengler (auth.)


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