Strategy | Industrial Marketing

Small but promising: Five myths relating to smart account management

Many B2B companies focus their work on key accounts to the detriment of their smaller customers. Particularly in economically strained… Mehr..

Build a bridge to end customers with a push and pull approach

Business-to-business manufacturers are increasingly interested in getting closer to their customers’ customers. Mehr..

In a nutshell: Within-seller and buyer–seller network structures and key account profitability

Scientific articles contain valuable management implications, but are usually not very easy to digest. We summarize the core results so… Mehr..

Account-based marketing: Effectively activating purchasing processes for key accounts

In the digital age, account-based marketing (ABM) is a powerful concept for addressing particularly attractive customers via inbound and outbound… Mehr..