Elements of Key Account Management:
Levels of customer involvement and the nature of customer relationship
Principle:
Describes the stages in KAM, in relation to involvement and relationship
Issues:
(low cost and transactional NOT KAM)
Pre: preparation and identification
Early: order and development
Mid: Joint development and marketing
Partner/synergistic: interdependence and economies in operation and marketdevelopment
Applications:
To analyse and plan the level and nature of customer management
Source of Key Account Management:
McDonald and Rodgers (1998)