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Phenomenon and Challenge to Management Read chapter Read first chapter

2015 | OriginalPaper | Chapter

8. Internal Implementation of Business Relationship Management

Authors : Ingmar Geiger, Michael Kleinaltenkamp

Published in: Business Relationship Management and Marketing

Publisher: Springer Berlin Heidelberg

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Abstract

In order to be able to create one face to the customer, a supplier company needs to organize internally accordingly. In this chapter we discuss several options of how to organize key account management, i.e. the interface to important customers with whom the supplier has business relationships. Choices range from part-time marketing by top level managers in smaller firms to dedicated key account management organizations at various level of a bigger corporation. These options are discussed before we take a look into the skills and characteristics of the people who ideally fill these boundary positions, i.e. the key account managers. Since many business relationships necessitate interaction between a variety of supplier firm and customer firm functions, key account management teams and their specificities are also discussed. Finally, the chapter takes a look at how business relationship management can be monitored and controlled.

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Metadata
Title
Internal Implementation of Business Relationship Management
Authors
Ingmar Geiger
Michael Kleinaltenkamp
Copyright Year
2015
Publisher
Springer Berlin Heidelberg
Book
Business Relationship Management and Marketing

Print ISBN: 978-3-662-43855-8

Electronic ISBN: 978-3-662-43856-5

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-662-43856-5_8