Purpose-This paper addresses the issues related to the practice of relationship marketing at the organizational level. Considering the infl uence of various factors, this study off ers a theoretical framework necessary to create, maintain, and enhance the business relationship. Design/methodology/approach-The research is based on a systematic review of existing literature, including journal articles, subject-specifi c professional websites, and textbooks on relationship marketing. Literature reviews relating to the Nordic School, Industrial Marketing and Purchasing (IMP) Group Approach, and the North American School are included. Findings-The relationship marketing approach has evolved since the pre-industrial era, and more organizations are embracing this marketing stance in the current, post-industrial era. A theoretical framework that consists of infl uential variables for creating, maintaining, and enhancing relationships is proposed to explore this multidimensional construct. Information on proper con-Sažetak Svrha-U radu se istražuju problemi vezani uz praksu marketinga odnosa i suradnje na organizacijskoj razini. Uzimajući u obzir utjecaj različitih faktora, rad nudi teorijski okvir za stvaranje, održavanje i unapređenje poslovnog odnosa. Metodološki pristup-Istraživanje se temelji na sustavnom pregledu postojeće literature uključujući znanstvene članke iz časopisa, tematski vezane profesionalne web stranice i udžbenike o marketingu odnosa i suradnje. U pregled literature uključeni su pristupi istraživačkih inicijativa Nordic School, Industrial Marketing and Purchasing (IMP) Group te North American School. Rezultati i implikacije-Marketing odnosa i suradnje razvija se od predindustrijskog do poslijeindustrijskog vremena, a sve više organizacija prihvaća ovaj pristup. Za ovaj je multidimenzionalni konstrukt predložen teorijski okvir koji se sastoji od utjecajnih varijabli za stvaranje, održavanje i poboljšanje odnosa. Sintetiziraju se informacije o odgovarajućim uvjetima koje bi marketinš

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Taking the influences of operational, organizational and relational factors on key account management performance into account, present research examines the antecedent variables of key account management performance. Using a questionnaire, data from 112 ready-made garments companies in

With the paramount importance of key account management in business-to-business relationship, today companies are using this approach as a strategic weapon in their selling efforts targeted at the most important customers to solve their complex requirements with special treatment that eventually ensures both parties' financial and nonfinancial objectives. The aim of this paper is to investigate the level of key account management performance among the export-oriented readymade garments companies in Bangladesh with regards to company's experience in business, size of the company and key account serving capacity of the company. Using a questionnaire, data from 112 readymade garments companies in Bangladesh were collected and analyzed using descriptive analysis and ANOVA to test the level of key account management performance. Results show that the level of key account management performance by the garments companies did not vary by the company's experience in business and size of the company respectively. In contrast, the level of key account management performance was found to be different concerning high, medium, and low customer service capacity. Apparently, companies with big number of customers show better performance than companies with small number of customer. Implications for this study are discussed along with suggestions for future research avenues.