大客户管理（KAM）的销售方法：对KAM部署和运作的统一看法

Q3 Business, Management and Accounting Services Marketing Quarterly Pub Date : 2021-09-20 DOI:10.1080/15332969.2021.1976553

Reza Fazli-Salehi, Ivonne M. Torres, M. Zúñiga

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引用次数: 2

摘要

摘要大客户管理（KAM）文献在某些方面是多方向的。在KAM准则文献中，就KAM准则的定义、概念化和操作化达成共识是一项挑战。我们提出了一个基于决策的概念框架，以帮助管理者和学者更好地了解最合适的条件以及如何最好地实施KAM准则。本文还讨论了处理高要求客户的不同组织解决方案，同时实现了经济高效的客户界面策略（CIS）。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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A Sales Approach to Key Account Management (KAM): Toward a Unified View of KAM Deployment and Operationalization

Abstract The key account management (KAM) literature is multidirectional in certain respects. Within the KAM literature, it is challenging to find consensus on the definition or conceptualization and operationalization of KAM. We propose a decision-based conceptual framework to help managers and academics better understand the conditions that are most appropriate and how to best implement a KAM system. This article also discusses different organizational solutions for handling demanding customers, while implementing a cost-effective and efficient customer interface strategy (CIS).

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.