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Description of Key Account Management

Key account management (KAM) has been developed in an attempt to counter increasing market turbulence. Suppliers and customers are seeking closer relationships to reduce their exposure to the risks posed by globalisation, economic instability and technological change. But whilst the importance of KAM is now widely recognised, there is still a great deal of confusion surrounding it.

Key Account Management is the most comprehensive and in-depth study into this important marketing technique. Based on original research conducted by Cranfield School of Management, the report builds on their previous pioneering research in this field. The report focuses on the characteristics and manifestations of the relationship between selling and buying companies. It is an invaluable audit tool, enabling companies to evaluate the developmental stage of their key relationships.

Title Information

ISBN:

9780273644262

Format:

Executive Briefing

Product Code:

13409

Publisher:

FT Prentice Hall

Published:

30/11/-0001

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Contents of Key Account Management

Contents include:

Origins of KAM

Benefits of KAM

Key relationship development

Key account manager

Allocating costs and measuring performance

Customer profitability

Relationship diagnostic indicators

Strategic planning