Internal Implementation of Business Relationship Management

Ingmar Geiger () and Michael Kleinaltenkamp ()
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Ingmar Geiger: Freie Universität Berlin
Michael Kleinaltenkamp: Freie Universität Berlin

Chapter 8 in Business Relationship Management and Marketing, 2015, pp 245-288 from Springer

Abstract: Abstract In order to be able to create one face to the customer, a supplier company needs to organize internally accordingly. In this chapter we discuss several options of how to organize key account management, i.e. the interface to important customers with whom the supplier has business relationships. Choices range from part-time marketing by top level managers in smaller firms to dedicated key account management organizations at various level of a bigger corporation. These options are discussed before we take a look into the skills and characteristics of the people who ideally fill these boundary positions, i.e. the key account managers. Since many business relationships necessitate interaction between a variety of supplier firm and customer firm functions, key account management teams and their specificities are also discussed. Finally, the chapter takes a look at how business relationship management can be monitored and controlled.

Keywords: Customer Satisfaction; Market Orientation; Business Relationship; Supply Company; Corporate Level (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-662-43856-5_8

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DOI: 10.1007/978-3-662-43856-5_8

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