KEY ACCOUNT MANAGEMENT

This article presents the concept of the "learning organization" as a means to establish and preserve competitive advantage. This concept, relatively new and most familiar to those who specialize in organization studies, is defined and described in practical terms. One of the most difficul...

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Bibliographic Details
Published inInternational marketing review Vol. 15; no. 3; pp. 205 - 214
Main Author Cahill, Dennis J.
Format Journal Article
LanguageEnglish
Published MCB UP Ltd 01.06.1998
Subjects
Communications
Competitive advantage
Organizational development
Marketing concepts
Learning organizations
Key accounts
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Summary:This article presents the concept of the "learning organization" as a means to establish and preserve competitive advantage. This concept, relatively new and most familiar to those who specialize in organization studies, is defined and described in practical terms. One of the most difficult aspects of developing a learning organization is maintaining an outward focus, as the marketing concept demands. Maintaining communications with the firm's key accounts is presented as the method for achieving an easier transition to the learning organization.
ISSN:0265-1335
DOI:10.1108/02651339810221115