Key Account Management: Building On Supplier and Buyer Perspectives (Financial Times Series) by Malcolm McDonald, Diana Woodburn pdf epub fb2

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. 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