August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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02
The role of key accounts in achieving business growth
This chapter discusses how key accounts can help your company to grow. In addition to introducing a method of analysing and mapping business growth strategies, it includes latest thinking about the relative positioning of key account management (KAM) with other types of customer. Briefly, we introduce the role of technology in enhancing customer relationships, a hot topic that is revisited in depth in Chapter 6. We also explain how planning for key accounts needs to align with marketing plans and corporate plans.
We begin this chapter with a very short case study based on a real example. We will refer to the case study later in the chapter, and at the end of the chapter we present a solution. ...
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