Written as an introduction to the module in the second year MBA course, marketing implementation. Discussion of the issues raised in the sale and management of large accounts. Topics include: 1) the main reasons for the increasing importance of management accounting in the management of sales and marketing strategies, 2) the basis for selecting the account, and 3) review of concepts useful in analyzing consumer behavior in major account sales situations, 4) review of phase in the development of buyer-seller relationship and 5) the key issues of coordination of sales. "Hide
by Frank V. Cespedes 11 pages. Publication Date: October 26, 1989. Prod. #: 590046-PDF-ENG
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