Authors: Catherine Pardo; Laurent Georges; Paolo Guenzi
This paper defines and tests a model of relationship selling management from key account managers. Through an integrated review of different streams of research (on personal selling, sales management, key account programs and relationship marketing) we contribute to a better understanding of the links between a firm’s relational selling strategy and its key account managers? behaviors. From a managerial point of view, the paper shows that a relational selling strategy – at the supplier’s level – is not always associated with the appropriate key account managers? behaviors. From a theoretical perspective, the study deepens our understanding of key account management program and informs us of the discrepancies between marketing strategy and its functional implementation in the sales department.Keywords: Relationship Selling Key Account Management
Journal: ( – )
Web Address:
Publish Year: 2003
Conference: Lugano, Switzerland (2003)