Background Note | HBS Case Collection | October 1989

Managing Major Accounts

by Frank V. Cespedes

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;

Citation:

Cespedes, Frank V. "Managing Major Accounts." Harvard Business School Background Note 590-046, October 1989.