August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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KAM is not always just a relationship between a supplier and a customer. Some key accounts are channel partners such as resellers, specifiers, the dominant brands in a supply chain that determine the parts used by sub-assembly manufacturers or influencers, such as consultants.
KAM in the customer portfolio
KAM is not the only marketing and sales strategy that a company needs. Figure 2.3 demonstrates a large and complex customer portfolio in a business-sector company. One axis measures sales potential and the other measures costs to serve.
Figure 2.3 The customer portfolio
SOURCE adapted from Piercy and Lane (2006) ...
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