Diversas teorías de marketing relacional proponen que las organizaciones varían en su orientación hacia las relaciones. Son muy escasos los estudios dirigidos a profundizar en la diversidad de perfiles que esconden dichos comportamientos y su influencia en el comportamiento de las...

Argues that key account management (KAM) in industrial and business‐to‐business markets has its roots in sales management where it has long been recognized that customers of strategic importance require special treatment. Explains that, more recently, growing interest among academics and...

Explores the complexity of supply‐chain management businesses, such as the motor industry and electronics, looking at new initiatives which are emerging between role partners in an effort to reconcile the needs of quality, cost reduction, innovation and customer satisfaction. Observes current...

Recent interest in relationship marketing and customer retention has refocused the attention of marketing academics and managers towards key account management (KAM) systems as a means of operationalizing long‐term buyer/seller relationships. Examines the nature of KAM in industrial markets...

The erosion in the authority of brands within consumer markets brings into question the orthodoxy of traditional marketing practices across all markets. Argues that corporations urgently need to redefine how they build and manage brand equity along the supply chain. The management activities and...

Examines ethics at the interface between sales and purchasing. Argues that it is an area of organizational life riven with unethical practices and that, despite the attempts to improve the situation, these practices remain widespread and persistent. Organizational concern with the current...

Seeks to address the challenge of aligning IT systems and their use with the arena of value creation in customer relationships . It begins by characterizing value in customer relationships as being viewed along two dimensions; that of potency and of time. The interaction of these dimensions, and...

The advocacy to extend relationship marketing into the management of the exchange processes within retailing and consumer service markets has meant a growing interest in the opportunities which are offered by technology‐based systems of customer management. A prerequisite for the successful...