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Background Note
| HBS Case Collection
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1989
Managing Major Accounts
by
Frank V. Cespedes
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Abstract
Written as an introduction to a module in the second-year MBA course, Marketing Implementation. Discusses issues encountered in the selling and management of major accounts. The topics covered include: 1) reasons for the increasing importance of major account management in sales management and marketing strategy, 2) a framework for account selection, 3) a review of concepts useful in analyzing buying behavior in major-account sales situations, 4) an overview of stages in the development of buyer-seller relationships, and 5) key issues in sales coordination.
Keywords: Accounting Audits;
Marketing;
Marketing Strategy;
Consumer Behavior;
Market Participation;
Relationships;
Salesforce Management;