Account portfolio analysis for strategy development

Research output: Contribution to journalArticle

103 Citations (Scopus)


This article proposes a method of composing and complementing industrial marketing strategy. A new approach to industrial marketing strategy is presented. It has the customer as the core of the analysis and considers some of the most important elements of industrial marketing, such as derived demand and buyer/seller relationships. This new approach, called account portfolio analysis, offers some indications to industrial managers and scholars for the analysis of marketing strategies tailored expressly for industrial companies. © 1982.
Original languageEnglish
Pages (from-to)53-62
Number of pages10
JournalIndustrial Marketing Management
Publication statusPublished - 1982


  • Account Portfolio
  • Business to business
  • Portafoglio clienti


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