August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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The essence of key account management (KAM) is to devote scarce business resources to selected customers, so having too many makes it impossible to serve them all effectively. An analogy can be drawn from our personal lives. Each of us has hundreds of acquaintances, but we have the capacity to love and cherish only a few special friends.
The learning journey in this book
The underlying assumption behind this book is that you have bought it because you want your company or employer to make money – and that if you are already making money you want to make even more. Chapter 2 discusses how key account management (also known as strategic account management) is positioned in the company’s overall efforts to generate shareholder value.
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