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Reference no. 9-589-015
Subject category: Marketing
Authors: Benson P Shapiro (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1988
Version: 29 August 1988
Length: 23 pages
Data source: Generalised experience
Topics: Customer relations; Marketing management; Partnerships; Sales management; Sales strategy
Share a link: https://casecent.re/p/47378
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Abstract

Describes four kinds of selling: (1) transaction; (2) systems; (3) major account management and (4) strategic account relationships. Explains the advantages, disadvantages, and risks of each. The second half is devoted to a discussion of strategic account relationships, which embody importance, intimacy, and longevity for both the vending and the buying companies.
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Abstract

Describes four kinds of selling: (1) transaction; (2) systems; (3) major account management and (4) strategic account relationships. Explains the advantages, disadvantages, and risks of each. The second half is devoted to a discussion of strategic account relationships, which embody importance, intimacy, and longevity for both the vending and the buying companies.

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