August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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The big picture
KAM has a large price tag. It is a business model that needs investment in people, infrastructure and processes, but the biggest of all is people.
Implementing a KAM programme involves a lot of change in organizations. When you have reached key milestones, the programme is probably ready for reconfiguration. We have returned to a number of themes in this narrative so far, and before we move on to internationalization, Table 7.5 provides a summary of all of the success factors in KAM programmes.
Table 7.5 Summary of success factors in KAM programmes
Strategy
Develop concept of co-creation of value
Long-term outlook for selected key accounts
Correct selection of key accounts
Allocation of resources to key accounts
Management ...
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