Key Account Management

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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)