Key Account MAnAgeMent : ADDing eLeMents of Account fit to An integrAtive theoreticAL frAMeworK

@inproceedings{RichardsKeyAM,
  title={Key Account MAnAgeMent : ADDing eLeMents of Account fit to An integrAtive theoreticAL frAMeworK},
  author={Keith Richards and Eugene Jones}
}
In recent years, marketing scholars and practitioners have embraced two important environmental shifts in marketing. First, the migration from short-term, transactional exchanges to long-term, relational exchanges (Rackham and DeVincentis 1999; Webster 1992). Second, marketers are increasingly moving away from the assumption that customer demand is homogeneous and are accepting the reality that customers are heterogeneous with respect to the value they provide to the selling firm (Hunt and… CONTINUE READING

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