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Erschienen in: Marketing Review St. Gallen 4/2014

01.08.2014 | Schwerpunkt

The Role of Key Account Management in Marketing and Sales Intelligence

verfasst von: Prof. Dr. Björn Ivens, Prof. Dr. Catherine Pardo

Erschienen in: Marketing Review St. Gallen | Ausgabe 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. …
Literatur
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Zurück zum Zitat Hunt, S. (2000), A General Theory of Competition: Resources, Competences, Productivity, Economic Growth, Thousand Oaks, CA. Hunt, S. (2000), A General Theory of Competition: Resources, Competences, Productivity, Economic Growth, Thousand Oaks, CA.
Zurück zum Zitat Kohli, A.K./ Jaworski, B.J. (1990), Market Orientation: The Construct, Research Propositions, and Managerial Implications, in: Journal of Marketing, 54, 2, pp. 1–18 CrossRef Kohli, A.K./ Jaworski, B.J. (1990), Market Orientation: The Construct, Research Propositions, and Managerial Implications, in: Journal of Marketing, 54, 2, pp. 1–18 CrossRef
Metadaten
Titel
The Role of Key Account Management in Marketing and Sales Intelligence
verfasst von
Prof. Dr. Björn Ivens
Prof. Dr. Catherine Pardo
Publikationsdatum
01.08.2014
Verlag
Springer Fachmedien Wiesbaden
Erschienen in
Marketing Review St. Gallen / Ausgabe 4/2014
Print ISSN: 1865-6544
Elektronische ISSN: 1865-7516
DOI
https://doi.org/10.1365/s11621-014-0379-2

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