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Key account management in a business-to-business market
2000 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

In today's business world it becomes more and more important for selling organizations to have deeper relations with its customers and especially its key accounts. One tool in working with industrial relationships is Key Account Management. This concept is an approach for selling companies to build a portfolio of loyal key accounts by offering them a product/service package tailored to their individual needs. The purpose of this thesis was to investigate how an industrial company can utilize Key Account Management. In order to examine the purpose a multiple case study approach was used, by looking at different business areas within a Swedish industrial manufacturing company that is thinking of implementing Key Account Management. Based on these case studies, a key account can be described from the strategic importance of an account and the difficulty of managing the account, and that this description is individual for each business area. This research shows that training in Key Account Management is needed for those who are handling the key accounts, and that all other training is individual. This study also talks about what is important for a successful adoption of Key Account Management.

Place, publisher, year, edition, pages
2000.
Keyword [en]
Technology, key account management, marketing
Keyword [sv]
Teknik
Identifiers
URN: urn:nbn:se:ltu:diva-54765ISRN: LTU-EX--00/128--SELocal ID: bb14fa5b-3b2c-4a74-b1ec-e35780f7a6afOAI: oai:DiVA.org:ltu-54765DiVA: diva2:1028147
Subject / course
Student thesis, at least 30 credits
Educational program
Civil Engineering programmes 1997-2000, master's level
Examiners
Note
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf