The Evolution of National Account Management: A Literature Perspective

While past literature has presented a longitudinal view of how selling jobs have changed or evolved over time and has included national account management as part of this phenomenon, an evolutionary investigation has not been undertaken regarding the national account management concept. This article uses a content analysis approach to review the relevant literature on national account management process. The literature evaluation concludes that the evolution of the national account management process closely resembles the product life cycle and/or the adoption curve. Practitioner's actions to advance national account management and implications for future academic research are discussed.