Determinants of key account management effectiveness in chemicals industry Malaysia
Key Account Management (KAM) has been described as a relationship oriented marketing approach to deal with major customers in business-to-business (B2) markets. Increasing emphasis on KAM is one of the most fundamental changes in marketing organizations, yet is under-researched and not fully underst...
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Main Author: | Wong, Han Fei |
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Format: | Thesis |
Language: | English |
Published: |
2011
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Subjects: | |
Online Access: | http://eprints.utm.my/id/eprint/41610/1/WongHanFeiMFPPSM2011.pdf |
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