The selection and organization of national accounts: a North American perspective
Abstract
Examines possible reasons behind the current rapid growth of national accounts. In particular, it examines how relationship marketing/selling has increased the need for national account programs. The article first provides a review of the national account management literature. Then, findings from the study of national accounts are presented. It provides details concerning how suppliers select customers for national account status. Results suggest that there is considerable overlap among firms in how they select and organize national account management teams. Implications for marketing management are provided and areas for future research are detailed.
Keywords
Citation
Boles, J., Johnston, W. and Gardner, A. (1999), "The selection and organization of national accounts: a North American perspective", Journal of Business & Industrial Marketing, Vol. 14 No. 4, pp. 264-282. https://doi.org/10.1108/08858629910279871
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited