Revitalizing Your National Account Marketing Program : The NAM Audit

Abstract

The decision to establish or retain a national account marketing program is one faced by many firms whose product or service is sold through a business‐to‐business salesforce. Unfortunately, it is often difficult to determine whether the benefits obtained from establishing and/or maintaining a national account program outweigh the costs. This audit provides a structured approach to help firms decide if a NAM program is right for their particular company. Although, because of differences between firms, it is difficult to establish absolute decision rules, the audit can help a company decide whether to establish/maintain a national account marketing program.

Citation

Boles, J.S., Pilling, B.K. and Goodwyn, G.W. (1994), "Revitalizing Your National Account Marketing Program : The NAM Audit", Journal of Business & Industrial Marketing, Vol. 9 No. 1, pp. 24-33. https://doi.org/10.1108/08858629410053452