Identification and Management of Key Clients

Abstract

Based on the research work conducted by the IMP group and its publications, explains how to identify and handle key clients. Uses a systematic approach to link relationship variables with the decision‐making unit and the firm′s (un)certainties. Aims to help the selling firm to define the marketing team who should deal with each key client and its members′ tasks. Discusses a case study to illustrate how firms may use this model to manage defence and attack strategies.

Citation

Pels, J. (1992), "Identification and Management of Key Clients", European Journal of Marketing, Vol. 26 No. 5, pp. 5-21. https://doi.org/10.1108/03090569210014370