Determinants Of Key Account Management Effectiveness

ISBN-13: 9783659498374 / Angielski / Miękka / 2014 / 140 str.

Han Fei Wong;Abdul Hamid Abu Bakar;Asgari Ali

Opis

Key Account Management (KAM) has been described as a relationship oriented marketing approach to deal with major customers in business-to-business (B2) markets. Increasing emphasis on KAM is one of the most fundamental changes in marketing organizations, yet is under-researched and not fully understood. The objectives of this study is to explore the relationships between top management involvement, use of teams, esprit de corps, access to sales and marketing resources and KAM effectiveness.

O autorze

Obtained his Master of Management and Bachelor of Business from Universiti Teknologi Malaysia (UTM) and La Trobe University Australia respectively. He has worked in the sales and marketing position for the pass 10 years in established chemical trading company. His main area of research interest are key account management (KAM), sales and marketing.