Key Account Management in Business-to-Business Markets

An Assessment of Its Economic Value
2006
ISBN: 978-3-8350-0517-4
Verlag: Deutscher Universitätsverlag

Buch, Englisch, 294 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 406 g

Reihe: Business-to-Business-Marketing

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.

Zielgruppe

Research

Autoren/Hrsg.

Wengler, Stefan

Weitere Mitwirkende

Kleinaltenkamp, Michael

Inhaltsverzeichnis

State-of-the-art of key account management in academia and science.- Key account management controlling.- Analyzing key account management from the perspective of transaction cost economics.- Challenging the organization: the implementation of key account management.- Determining the economic value of key account management in business relationships.- Management implications.- Conclusion.

Über Autor(innen)

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.