TITLE

A PROBLEM CENTRED APPROACH TO SALES FORCE AND KEY ACCOUNT MANAGEMENT -- A U.K. PERSPECTIVE

AUTHOR(S)
Longfellow, Timothy A.
PUB. DATE
March 1995
SOURCE
Journal of Personal Selling & Sales Management;Spring95, Vol. 15 Issue 2, p75
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article discusses a number of changes, which have occurred in the field of personal selling in industrial markets, with particular reference to Great Britain. It reviews research findings from Great Britain, Europe and the U.S. and discusses the implications for sales force management and sales training. It concludes that industrial marketing should focus upon key account relationship management, rather than the manipulation of the four marketing P's in order to create competitive advantage. It suggests that the sales force provides the primary medium for the strategic management of customer relationships. A number of models are discussed which provide insights into the effective strategic management of key accounts arid finally the paper presents a model of relational management, based upon problem resolution which may prove valuable to sales managers seeking competitive advantage with key accounts. The summary includes recommendations for future management action.
ACCESSION #
9605143687

 

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