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Key Account Management in Business-to-Business Markets - An Assessment of Its Economic Value
Foreword
6
Preface
8
Contents
10
Figures
14
Abbreviations
15
1 Introduction
16
1.1 Key account management - a seemingly evolutionary phenomenon
16
1.2 The efficiency of key account management
19
1.3 Objective and structure of the thesis
23
2 State-of-the-art of key account management in academia and science
27
2.1 Relationship marketing and the concept of key account management
27
2.2 The conception of key account management
40
2.3 Research and empirical evidence on key account management
64
3 Key account management controlling
81
3.1 Defining the task and objectives of key account management controlling
82
3.2 Tools in key account management controlling
86
3.3 Requirements of an implementation decision model
100
3.4 The theoretical foundation of the decision model
102
4 Analyzing key account management from the perspective of transaction cost economics
113
4.1 The fundamentals of transaction cost economics
114
4.2 Applying the framework of transaction cost economics
129
4.3 Bilateral governance and the relevance of the marketing organization
137
5 Challenging the organization: the implementation of key account management
150
5.1 The relevance of implementing key account management in marketing management
151
5.2 The implementation of key account management as a strategic marketing management decision
158
5.3 The (institutional) environment in transaction cost economics
162
5.4 Institutional and organizational change in transaction cost economics
168
5.5 The necessity of a comparative institutional analysis as a sound basis for deciding on the appropriate key account management program
178
6 Determining the economic value of key account management in business relationships
181
6.1 Design alternatives of the key account management programs
181
6.2 Defining the transaction cost relevant determinants
189
6.3 The decision model
214
7 Management implications
233
7.1 Implementing key account management
233
7.2 Application of the decision model
252
7.3 Assumptions and limitations of the decision model
259
8 Conclusion
265
9 Bibliography
269
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