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BT Group plc

P/M/780. Relationship Marketing and Key Account Management in BT broadband service

WORDS:
2500
DATE:
2006
PRICE:
29.99 GBP

The paper examines the concepts of Relationship marketing (RM) and Key account management (KAM) providing their definitions and investigating their use by British Telecom (BT) in their broadband services. Recommendations related to RM and KAM are made for BT to get competitive advantage over their rivals within the broadband Internet industry.

 

KEYWORDS: Relationship marketing, key account management, broadband, BT, British Telecom,

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