TY  - JOUR
AB  - Product management is a complex process: the effective management
and development of products can be a critical factor in determining
whether a company will succeed in winning business from the major
account market. Four key areas in the process – product
definition; product development; demand forecast and resource
allocation; and cross‐over strategy – are analysed. The view is
then put forward that by involving major account users in a joint
product partnership, suppliers can achieve both product and company
differentiation.
VL  - 24
IS  - 5
SN  - 0309-0566
DO  - 10.1108/03090569010000674
UR  - https://doi.org/10.1108/03090569010000674
AU  - Turner Paul
PY  - 1990
Y1  - 1990/01/01
TI  - Product Management for Major Accounts – An
Opportunity to Differentiate
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 30
EP  - 40
Y2  - 2024/05/11
ER  -