Revitalizing Your National Account Program: The NAM Audit
- UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
- James S. Boles, Professor (Creator)
- Institution
- The University of North Carolina at Greensboro (UNCG )
- Web Site: http://library.uncg.edu/
Abstract: The decision to establish or retain a national account marketing program is one faced by many firms whose product or service is sold through a business-to-business salesforce. Unfortunately, it is often difficult to determine whether the benefits obtained from establishing and/or maintaining a national account program outweigh the costs. This audit provides a structured approach to help firms decide if a NAM program is right for their particular company. Although, because of differences between firms, it is difficult to establish absolute decision rules, the audit can help a company decide whether to establish/maintain a national account marketing program.
Revitalizing Your National Account Program: The NAM Audit
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Created on 12/31/2021
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Additional Information
- Publication
- Journal of Business and Industrial Marketing 9 (No. 1, 1994), 24-33
- Language: English
- Date: 1994
- Keywords
- communications, decision making, marketing, market orientation, national accounts, sales