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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1999 MCB UP Ltd. All rights reserved.
- ISSN
- 0885-8624
- DOI
- 10.1108/08858629910279916
- Publisher site
- See Article on Publisher Site
Abstract
Addresses the question of how to make key account management processes in industrial and business-to-business markets more customer focused. Considers the processual issues emerging from recent empirical research and looks at a range of factors: cultural; organisational; and attitudinal; which have been found to affect the benefits gained from attempting to implement KAM processes. Points are drawn from a number of different sources, such as: formal research projects, studying particular buyer/seller dyads, broader industry surveys, and from observations made during KAM workshops and consultancy projects. They are presented as a guide to those issues that will be the major focus of future research.
Journal
Journal of Business and Industrial Marketing – Emerald Publishing
Published: Oct 1, 1999
Keywords: Key accounts; Business‐to‐business marketing; Industrial marketing; Organizational structure