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Key Account Management by Joel Le Bon, Carl Herman

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CHAPTER 4

Business CustomerMarketing and KeyAccount Development

The key is not to prioritize what’s on your schedule, but to schedule your priorities!

—Stephen Covey

Key account programs pertain to and represent actions stemming from the marketing strategy. They usually entail multiple customer accounts, yet they still suffer from resource limitations—people, time, money, and so forth. Formulating appropriate marketing strategies and resource allocations for groups of customers thus is of critical importance. In this chapter, we first describe how key account portfolio analysis can help characterize and prioritize large customers, to differentiate the value proposition. In addition, we specify the leadership role that KAMs must fulfill, to coach ...

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