dc.contributor.author |
Ryals, Lynette |
- |
dc.contributor.author |
Rogers, B |
- |
dc.date.accessioned |
2011-04-21T23:21:03Z |
|
dc.date.available |
2011-04-21T23:21:03Z |
|
dc.date.issued |
2007-05-01T00:00:00Z |
- |
dc.identifier.citation |
Lynette Ryals; Beth Rogers, Key Account Planning: Benefits, Barriers and Best Practice. Journal of Strategic Marketing, Volume 15, Issue 2 & 3, May 2007, pages 209-222 |
en_UK |
dc.identifier.issn |
0965-254X |
- |
dc.identifier.uri |
http://dx.doi.org/10.1080/09652540701320894 |
- |
dc.identifier.uri |
http://dspace.lib.cranfield.ac.uk/handle/1826/3041 |
|
dc.description.abstract |
Although strategic planning has been part of the management function for as long
as anyone can remember, the emergence of key account plans as a critical subset
of the marketing plan in business-to-business markets has not attracted much
analysis. This gap needs to be addressed, as key account plans have their own
unique complexities. Moreover, the importance of key account plans is
increasing. There is a need for a more widespread understanding of the benefits
of key account planning, encompassing processes and outputs. Based on a four-
phase research project in 78 international companies, this paper describes
current best practice in key account planning and plans. The research
demonstrates the benefits of key account planning and sets out a framework for
implementing key account planning as a business process. The paper goes on to
describe the contents of a key account plan and to note some common defects
found in such plans. |
en_UK |
dc.language.iso |
en_UK |
en_UK |
dc.publisher |
Taylor & Francis |
en_UK |
dc.subject |
Marketing planning |
en_UK |
dc.subject |
key account planning |
en_UK |
dc.subject |
key account management |
en_UK |
dc.title |
Key Account Planning: Benefits, Barriers and Best Practice. |
en_UK |
dc.type |
Article |
en_UK |