By Stefan Wengler (auth.)

In occasions of fierce pageant in business-to-business markets robust and economically sound enterprise relationships with a company's shoppers rank one of the major good fortune components. As a good proven advertising administration perception, key account administration is of specific importance during this context. curiously sufficient, empirical study reviews have lately proved that dating advertising, and especially key account administration, doesn't in achieving the commercial price initially anticipated.

Stefan Wengler presents a good based solution to the query of the industrial price and exhibits the necessity for the implementation of key account administration. He provides a accomplished, yet easy-to-handle decision-making version that helps the choice at the best key account administration association for person businesses. moreover, the writer provides a complete assessment at the key account administration perception and its controlling tools.

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However, in the long run key account management can only succeed if it is complemented by a relational buying approach from the customer's side [Jackson 1985, p. 127; Cannon/Narayandas 2000, p. 411]. Companies have to be aware that they have a portfolio of relationships with their customers [Lambe/Spekman 1997]. Thereby, the relational exchanges provide the greatest opportunities for developing strategic advantages and realizing extranormal profits from exchange relationships [Weitz/Bradford 1999, p.

1997]. Within the process of building and maintaining business relationships, Lambe/Spekman [1997, p. 63] even see selling as a by-product of a true partnership. "** As the key account management program merely represents the supplier's marketing program, its implementation might result in severe efficiency losses if the supplier practices a relationship selling program, whereas the customer is merely interested in a transactional business relationship [Jackson 1985; Day 2000]. ^^ This requires a clear and coherent understanding of the conception of key account management.

1 The strategic dimension of key account management As key account management takes on an important part within the company's marketing management, it needs to know which strategy it has to follow [Kleinaltenkamp/Rieker 1997, p. 166]. Depending on the corporate or business strategy as well as the key account itself, key account management has to develop an Shapiro/Moriarty [1982] suggest three dimensions within their key account management conception: geography, function and operation. Even though this conception seemed to be appropriate during the 1980s, the strategic and operational aspects within the key account management program do not receive the necessary attention they deserve.

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