Wang, Xuan Lorna and Brennan, Ross (2014) A framework for key account management and revenue management integration. Industrial Marketing Management, 43 (7). pp. 1172-1181. ISSN 0019-8501
IMM paper (2014 Vol43 p1172-1181).pdf - Published Version
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Key Account Management (KAM) and Revenue Management (RevM) have been widely practiced in the service
industries for more than three decades, but the effects of RevM on KAM remain largely unknown. This paper
addresses this neglected area of study in the marketing field by presenting a framework for KAM and RevM integration that aligns the potentially conflicting management priorities of the two. The study uses an international hotel company as a research context to investigate, first, how a long-term relational approach to KAM may have been affected by RevM short-term revenue maximization goals, and, second, how KAM could be facilitated by RevM through an integrated approach to yield optimization from perishable products and from key accounts. The proposed framework is the first attempt of its kind to amalgamate KAM and RevM, involving critical analysis to assess comprehensively the revenue and the relationship value of a key account.
|Additional Information:||This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/3.0/).|
|Uncontrolled Keywords:||Key account management; Revenue management; Customer relationship management; Customer value; Service industries|
|Subjects:||Hospitality and tourism
Business and finance
|Depositing User:||Lorna Wang|
|Date Deposited:||22 Dec 2015 18:17|
|Last Modified:||15 Dec 2016 10:48|
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