Boles, James S.; Pilling, Bruce K.; Goodwyn, George W. - In: Journal of Business & Industrial Marketing 9 (1994) 1, pp. 24-33
The decision to establish or retain a national account marketing program is one faced by many firms whose product or service is sold through a business‐to‐business salesforce. Unfortunately, it is often difficult to determine whether the benefits obtained from establishing and/or maintaining...