The adoption of national account marketing by industrial firms

Abstract

National account marketing has been a common industrial marketing practice since after World War II. National account marketing means that special marketing procedures are followed in selling, servicing, and monitoring certain key customers considered important to the goal attainment selling company. The importance of the account may lie in the volume of goods purchased, the dollar value of the purchases, share of market controlled, prestige of the account, or any number of other factors thought to be critical to goal attainment of the selling firm.