February 2015
Intermediate to advanced
416 pages
11h 16m
English
Content preview from Key Account Management, 6th Edition
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Key Account Management (KAM) requires rules, but this is not a rule book. What follows will describe the concept, suggest a range of useful tools, and lay out the many choices you will face, illustrated by examples, but the rules are down to you.
It is to be hoped that you regard this as a good thing. Those seeking ‘off-the-peg’ solutions for their key accounts are not taking the task seriously.
There is, however, one golden and universal rule (and one that confirms the danger of the off-the-peg solution), and that is:
the precise form and nature of any KAM application must depend first and foremost on the nature of the customer.
KAM was born and raised in the world of fast-moving consumer goods (FMCG) sold through ...
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