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Author Wengler, Stefan.
Title Key account management in business-to-business markets : an assessment of its economic value / Stefan Wengler ; with a foreword by Michael Kleinaltenkamp.
Imprint Wiesbaden : Deutscher Universitats-Verlag, 2006.
Edition 1 . Auflage.

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Series Gabler Edition Wissenschaft. Business-to-Business-Marketing
Gabler Edition Wissenschaft. Business-to-Business-Marketing.
Subject Selling -- Key accounts.
Marketing -- Key accounts.
Consumers -- Management.
Transaction costs -- Management.
Description 1 online resource (xiv, 294 pages) : illustrations.
Edition 1 . Auflage.
Thesis Berlin: Freie Universitat Berlin 2005
Bibliography Note Includes bibliographical references (pages 254-294).
Summary 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.
Contents 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.
Note Print version record.
ISBN 9783835093553
383509355X
3835005170
9783835005174
128134365X
9781281343659
ISBN/ISSN 10.1007/978-3-8350-9355-3
OCLC # 262690871
Additional Format Print version: Wengler, Stefan. Key account management in business-to-business markets. 1 . Aufl. Wiesbaden : Deutscher Universitats-Verlag, 2006 3835005170 9783835005174 (OCoLC)183353946