Developing a strategic framework of key account performance Academic Article

abstract

• Strategic management of key accounts has become an important component of many companies' sales efforts. This research introduces a strategic framework of key account performance that integrates theory from relationship marketing, key account management, and customer equity. Using the three drivers of customer equity - value equity, brand equity, and relationship equity - the framework captures both the relational outcomes (relationship commitment and trust) and financial performance outcomes (profitability and share of spend) of strategic decisions made in key account programs. Implications and future research are then discussed. 2009 Taylor & Francis.

authors

• Jones, Eli

published proceedings

• JOURNAL OF STRATEGIC MARKETING

author list (cited authors)

• Jones, E., Richards, K., Halstead, D., & Fu, F.

citation count

• 11

complete list of authors

• Jones, Eli||Richards, Keith||Halstead, Diane||Fu, Frank

publication date

• January 2009

publisher

• Taylor & Francis  Publisher

published in

• Journal of Strategic Marketing  Journal

keywords

• Commitment
• Customer Equity
• Key Account Performance
• Trust

Digital Object Identifier (DOI)

• 10.1080/09652540903064704

start page

• 221

end page

• 235

volume

• 17

issue

• 3-4

URL

• http://dx.doi.org/10.1080/09652540903064704