The economic value of key account management in business-to-business markets. Business-to-Business-Marketing

Seitenzahl:

294

Gewicht:

405 g

Erschienen bei:

Deutscher Universitätsverlag

Beschreibung

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.

Kurzbeschreibung

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, he gives a comprehensive overview on the key account management conception and its controlling tools.

Portrait

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.

Mehr über...

Mehr über:  Dissertationen, Key Account Management, B2B, Business-to-Business, Electronic Commerce / Business-to-Business, Management / Key Account Management, Business-to-Business-Marketing, Key-Account-Management, Freie Universität Berlin, 2005, Transaction costs economics

Mehr von: 

Mehr von:  Stefan Wengler, Deutscher Universitäts-Verlag