Spelling suggestions: "subject:"arketing Selling"" "subject:"amarketing Selling""
1 |
Understanding Key Account ManagementWoodburn, Diana January 2011 (has links)
This document is presented in three parts, i.e. Part 1, ‘The context of ‘Understanding Key Account Management’, positions the portfolio of work in terms of its contribution to knowledge within the literature of Key Account Management and its underlying theories, and relative to alternative research methodologies: Part 2: ‘Understanding Key Account Management’, starting on page 31, gives an account of the author’s research and knowledge development activities in Key Account Management in chronological order, to link together the material submitted as the portfolio of work (listed below). Each part has its own separate list of contents and references. The portfolio of work forms Part 3 of the document, but only the research reports from 2006-2009 are included here: the other reports, articles and books are not available electronically or are published with copyright restrictions.
|
2 |
Perceptions of a successful key account management programme- a New Zealand perspectiveYu, Mandy Ning-Ya Unknown Date (has links)
Cultivating profitable, long-lasting customer-supplier partnerships is a significant task for today's companies. These relationships bring value-adding benefits, including cost and risk reductions, and bring joint business opportunities (Ravald & Grönroos, 1996; McDonald, et al. 1997). Key account management deals with developing customersupplier partnerships within the business-to-business context. Key account managers are responsible for delivering customised products/services, and defining possible business opportunities for both parties, after carefully selecting buying companies according to their strategic importance for the supplier. However, key account management may be complicated for suppliers to manage especially if the selling companies do not know how to implement a key account management programme appropriately. There have been a number of studies attempting to identify approaches to successful key account management programmes (Millman & Wilson, 1995, Napolitano, 1997, Homburg et al., 2002). Abratt & Kelly (2002) were the first to investigate both buyers' and sellers' perceptions of success factors of a key account management programme. They found that both buyers and sellers hold similar points of view on what a successful key account management programme should contain.This thesis is a replication of Abratt & Kelly (2002), which refined their scale to obtain better reliability assessments and generalisability. Only some of the findings of the original study could be replicated. Six factors were extracted while only three of them were reliable. Some of the items loaded onto the same dimension in the replication as Abratt & Kelly (2002), whereas others did not. The discussion section of the thesis suggests reasons for the difference in findings and suggests future research areas based on this discussion.
|
Page generated in 0.0889 seconds