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HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
MASTER THESIS
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Mémoire-projet

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Copus, Louison ULiège
Promotor(s) : Standaert, Willem ULiège
Date of defense : 4-Sep-2023/8-Sep-2023 • Permalink : http://hdl.handle.net/2268.2/18874
Details
Title : Mémoire-projet
Translated title : [fr] Gestion de la rétention des clients B2B : Une étude de cas d'une e-plateforme dans l'industrie automobile
Author : Copus, Louison ULiège
Date of defense  : 4-Sep-2023/8-Sep-2023
Advisor(s) : Standaert, Willem ULiège
Committee's member(s) : Lederer, Thomas 
Szabo, Bianca 
Language : English
Number of pages : 41
Keywords : [fr] key account management
[fr] retention
[fr] loyalty
[fr] change management
Discipline(s) : Business & economic sciences > Marketing
Target public : Student
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sales management, à finalité spécialisée
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[fr] This Master Thesis aim to address the challenge of retention within a business-to-business set up.
A literature review will explore the concepts of retention, loyalty, Key Account Management with particular attention to Change Management.
A qualitative data collection will be lead in the form of a case-study approach, aiming to identify pain points needing to be addressed from a structural point of view.
Finally, the Master Thesis will consider Key Account Management as a possible approach to improve retention and some guidelines will be provided on how to successfully implement the change.


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Access s206149Copus2023.pdf
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Format: Adobe PDF

Author

  • Copus, Louison ULiège Université de Liège > Mast. sales. man. en alt. à fin.

Promotor(s)

Committee's member(s)

  • Lederer, Thomas
  • Szabo, Bianca
  • Total number of views 30
  • Total number of downloads 0










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