Key Account Management - Lterature Review

1.INTRODUCTION There has been an increase in attention paid to management of key account programs by both academics and practitioners. As Schultz, R. J. and Evans, K. R. (2002) indicated, developing long-term sales relationship with large-scale buyers has become of paramount to marketers. Many customers today are faced with powerful and more demanding customers. As a result, key account management is an approach adopted by selling companies aimed at building portfolio of loyal key account by …

…Pardo, C. (1999b) Key account management in the business-to-business field: the key account's point of view. Journal of Personal Selling & Selling Management, 17(4), p. 17-26. Schultz, R. J. and Evans, K. R. (2002) Strategic collaborative communication by key account representatives. Journal of Personal Selling & Selling Management, 22(1), p. 23-31. Sharma, A. (1997) Who prefers key account management programs? An investigation of business buying behavior and buying firm characteristics. Journal of Personal Selling & Selling Management, 17(4), p. 27-39.