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)
The University of North Carolina at Greensboro (UNCG )
Web Site:

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.

Additional Information

Journal of Business and Industrial Marketing 9 (No. 1, 1994), 24-33
Language: English
Date: 1994
communications, decision making, marketing, market orientation, national accounts, sales

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