Table of contents (9 chapters)
About this book
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.
- account management
- decision support
- marketing management
- transaction costs
About the author
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.
Book Title: Key Account Management in Business-to-Business Markets
Book Subtitle: An Assessment of Its Economic Value
Authors: Stefan Wengler
Publisher: Deutscher Universitätsverlag Wiesbaden
Business and Economics, Business and Management (R0)
Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2006
Softcover ISBN: 978-3-8350-0517-4
eBook ISBN: 978-3-8350-9355-3
Edition Number: 1
Number of Pages: XVI, 294