Sharma, Arun; Evanschitzky, Heiner - In: Journal of Business & Industrial Marketing 31 (2016) 2, pp. 174-182
Purpose – The use of key accounts has become a mature trend and most industrial firms use this concept in some form …, despite such increased efforts on behalf of key accounts, sufficient research has not quantified the returns on key account … strategy nor has it firmly established performance differences between key and non-key accounts within a firm. In response to …