Chapter 23. Key account management

To remain competitive, companies must successfully manage strategically important customer relationships. Based on an up-to-date review of relevant research findings, this chapter provides insight into the implementation of key account management (KAM). Specifically, the chapter covers the selection of key accounts, the actors involved in KAM, the organizational implementation of KAM, concrete activities devoted to key accounts, and performance implications of KAM. Moreover, the chapter considers current development - such as technology-induced changes in B2B buying behavior and the increasing relevance of value cocreation in the context of customized solutions - and their potential impact on KAM. The chapter closes with implications for future research and managerial practice.