The key account management practices and effectiveness

• 主要な著者: Ai Chin, Thoo, Wong, Han Fei, Tan, Liat Choon, Huam, Hon Tat, Sulaiman, Zuraidah
• フォーマット: Conference or Workshop Item
• 出版事項: 2018
• 主題: HD28 Management. Industrial Management
• オンライン･アクセス: http://eprints.utm.my/id/eprint/82414/; http://dx.doi.org/10.1063/1.5080059

Key Account Management (KAM) is marketing management approach to support companies to achieve sustainable competitive advantages and excellent market performance. This study reviews the influence of KAM practices on KAM effectiveness. Furthermore, research framework and hypothesis are developed base...