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        A Framework for Key Account Management and Revenue Management Integration

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        Author
        Wang, Xuan Lorna
        Brennan, Ross
        Attention
        2299/14812
        Abstract
        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
        Publication date
        2014-10-31
        Published in
        Industrial Marketing Management
        Published version
        https://doi.org/10.1016/j.indmarman.2014.06.006
        License
        http://creativecommons.org/licenses/by-nc-nd/4.0/
        Other links
        http://hdl.handle.net/2299/14812
        Relations
        Hertfordshire Business School
        Metadata
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