Back to Marketing October 2, 2014

The pitfalls of key account management

It’s the 101 of key account management: treat your customers well – but treat you important customers even a little better. However, a new study published in one of the world’s most important marketing journals shows that this strategy is potentially very dangerous. Hauke Wetzel is the lead author of this study.

Original research article: Wetzel, H. A., M. Hammerschmidt, and A. R. Zablah (2014), "Gratitude versus entitlement: A dual process model of the profitability implications of customer prioritization," Journal of Marketing 78(2):1-19



Consumer Goods and Retail

Add new comment