Key Account Management in Business-to-Business Markets: An Assessment of Its Economic Value (Business-to-Business-Marketing) - Softcover

Wengler, Stefan

 
9783835005174: Key Account Management in Business-to-Business Markets: An Assessment of Its Economic Value (Business-to-Business-Marketing)
Softcover
ISBN 10: 3835005170 ISBN 13: 9783835005174
Verlag: Deutscher Universitätsverlag, 2006

Inhaltsangabe

Key account management as an alternative organizational form of marketing management became increasingly popular in many companies during the last years. In its beginning, key account management was particularly applied in the consumer packaged goods industry with respect to wholesalers as well as large department stores; for some time, key account management has also been applied time by suppliers in industrial markets as well as by companies offering product-related services in order to serve their most important customers. Despite its practical relevance in marketing management, the implementation of key account management as well as its integration within the supplier's organization is hardly realized on an adequate economic evaluation. Similarly, key account management controlling of an already implemented key account management organization is also lacking. These organizational units are, once implemented, neither controlled nor evaluated concerning their economic performance. With respect to these rather surprising findings in marketing management practice the author develops a theory-based decision support model, which seems capable of overcoming the previously described deficits. Based on a comparative analysis, the efficiency of alternative key account management organizations is evaluated using criteria developed from transaction costs economics. This decision model enables companies to evaluate each organizational key account management alternative on the basis of transaction cost economizing effects. In addition, set-up costs which arise due to the implementation of the organizational unit are also included in the cost-benefit calculation.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Über die Autorin bzw. den Autor

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.

Von der hinteren Coverseite

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.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Deutscher Universitätsverlag
Erscheinungsdatum
2006
Sprache
Englisch
ISBN 10 
3835005170
ISBN 13 
9783835005174
Einband
Taschenbuch
Anzahl der Seiten
312
Kontakt zum Hersteller
Springer Nature Customer Service Center GmbH
ProductSafety@springernature.com

Europaplatz 3
Heidelberg
69115
Deutschland