Product Management for Major Accounts – An Opportunity to Differentiate

Abstract

Product management is a complex process: the effective management and development of products can be a critical factor in determining whether a company will succeed in winning business from the major account market. Four key areas in the process – product definition; product development; demand forecast and resource allocation; and cross‐over strategy – are analysed. The view is then put forward that by involving major account users in a joint product partnership, suppliers can achieve both product and company differentiation.

Citation

Turner, P. (1990), "Product Management for Major Accounts – An Opportunity to Differentiate", European Journal of Marketing, Vol. 24 No. 5, pp. 30-40. https://doi.org/10.1108/03090569010000674