کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1027876 942267 2010 6 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
What's next in key account management research? Building the bridge between the academic literature and the practitioners' priorities
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
What's next in key account management research? Building the bridge between the academic literature and the practitioners' priorities
چکیده انگلیسی

This research contrasts the academic literature on key account management (KAM) with the topics in this subject that are most critical to practitioners. Sixty four academic articles published in 17 journals, and ninety practitioners' articles appearing in the Velocity Magazine — published by the Strategic Account Management Association — were content analyzed and classified under ten ‘topic’ categories. Similarities and differences in the results for academics and practitioners are discussed. In addition, two specific topics were identified as being extremely important to managers but still under-researched by academics: the role of senior management in KAM, and the importance of internal alignment in determining KAM success.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 39, Issue 7, October 2010, Pages 1063–1068
نویسندگان
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