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Published in: Marketing Review St. Gallen 4/2014

01-08-2014 | Schwerpunkt

The Role of Key Account Management in Marketing and Sales Intelligence

Authors: Prof. Dr. Björn Ivens, Prof. Dr. Catherine Pardo

Published in: Marketing Review St. Gallen | Issue 4/2014

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Excerpt

Key account management systems aim at handling strategically important customers through specifically adapted processes and resources. Few companies actively integrate key account management into marketing and sales intelligence. The authors argue that well implemented key account management systems give access to a wealth of strategically important information relevant in marketing and sales intelligence. …
Literature
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Metadata
Title
The Role of Key Account Management in Marketing and Sales Intelligence
Authors
Prof. Dr. Björn Ivens
Prof. Dr. Catherine Pardo
Publication date
01-08-2014
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 4/2014
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1365/s11621-014-0379-2