August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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Our data indicates a significant positive association between top management involvement in KAM and success.
Workman, Homburg and Jenson (2003: 16)
The reader will notice that a senior manager is a part of the typical key account team. This is something associated with success in several research studies. The senior manager devoting time to the team sends a clear message to the members of the team that it is an important part of the company, and it sends a clear message to the customer that they are strategic to this supplier. Researchers have actually tried to capture the amount of extra share of the account spend that can be attributed to the sponsorship of a senior executive in the account team, and it can be significantly positive. So ...
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