Publications
Publications
- October 1989
- HBS Case Collection
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.