Abstract
Key account management (KAM) is a natural development of customer focus and relationship marketing in business-to-business markets. It can offer critical benefits and opportunities for profit enhancement for both seller and buyer if it is managed with integrity and imagination. Even in non-global firms, and small and medium-sized enterprises (SMEs), attention to the key, or most valuable, business relationships can have a multiplier effect in creating sustainable competitive advantage.
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Further reading
McDonald, M. and Woodburn, D. (1999) Key Account Management–Learning from Supplier and Customer Perspectives, Financial Times and Prentice-Hall, London.
Millman, A. and Wilson, K. (1996) Developing key account management competencies’. Journal of Marketing Practice–Applied Marketing Science, 2 (2), pp. 7–22.
McDonald, M., Millman, A. and Rogers, B. (1996) Key account management: learning from supplier and customer perspectives, Cranfield University School of Management Report.
Millman, A. F. and Wilson, K. J. (1994) From key account selling to key account management, Tenth Annual Conference on Industrial Marketing and Purchasing, University of Groningen, The Netherlands.
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© 2003 Malcolm McDonald and Martin Christopher
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McDonald, M., Christopher, M., Bass, M. (2003). Key account strategy. In: Marketing. Palgrave, London. https://doi.org/10.1007/978-1-4039-3741-4_12
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DOI: https://doi.org/10.1007/978-1-4039-3741-4_12
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-99437-5
Online ISBN: 978-1-4039-3741-4
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