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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| Format: | Thesis |
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2011-03.
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| Online Access: | Get fulltext |