Journal of Marketing Practice: Applied Marketing Science: Volume 2 Issue 2

Developing key account management competences

Tony Millman, Kevin Wilson

Argues that key account management (KAM) in industrial and business‐to‐business markets has its roots in sales management where it has long been recognized that customers of…

Industrial marketing relationships and open‐to‐tender contracts: Co‐operation or competition?

Bill Donaldson

Explores the complexity of supply‐chain management businesses, such as the motor industry and electronics, looking at new initiatives which are emerging between role partners in…

Reasoned action theory: an application to alcohol‐free beer

Nicholas J. Thompson, Keith E. Thompson

Observes that between 1985 and 1989 consumption of low‐alcohol and alcohol‐free beer grew by over 500 per cent, yet expectations of a large and expanding market into the 1990s…

A personal view of the marketing challenge

Paul N. Wilkinson

Gives a personal view of the realities of applying marketing theory in practical fast‐moving consumer goods environments. Relates the author’s experiences over many product…