We analyze the interaction between a monopolistic seller and a continuum of identical customers of a single product when some of them can form a buyer group and the seller can implement a key account management (KAM) program to deal with these customers, leaving those that purchase on an...

Introduction to implementing key account management -- Re-engaging strategic customers -- Adopting key account management -- Building customer understanding and value planning -- Developing customer relationships -- Developing winning offerings -- Creating compelling customer value propositions...

This paper examines the effect of customer relationship management (CRM) technology investment and key account-related knowledge on suppliers' key account management (KAM) performance. The findings are based on survey data gathered from large Finnish industrial suppliers and subjected to factor...

Carl Rogers needs to make up his mind on what to suggest to his boss. There have been major changes in the buying center of the key account customer he is responsible for. He now needs to decide how to continue the existing relationship and how to proceed with the potential new ones.

Inhaltsverzeichnis -- Titel -- Impressum -- Vorwort -- 1 Key Account Management: warum und wie? -- 1.1 Kontext -- 1.2 Vorteile von KAM -- 1.3 Begrifflichkeiten -- 1.4 Wie Key Account Management gestalten -- 2 Fit für Key Account Management -- 2.1 Unternehmens- und Vertriebsstrategie -- 2.2...

Foreword / Professor Hugh Wilson -- Introduction: infinite value -- Accelerating profitable growth through value-based selling -- The infinite value concept -- Challenging trends for business markets -- A faltering response -- Is value-based business a better way? -- The 7 elements of the...

Die Fokussierung auf "König Kunde" ist in vielen Unternehmen und Branchen heute bereits Standard und nicht zuletzt Folge von Käufermärkten und zunehmendem Wettbewerb. Eine Unterscheidung von wertvollen und weniger wertvollen Kunden ermöglicht es, den Fokus auf die "richtigen" Kunden zu legen...

Marketing und Controlling - gerne umschrieben als "Führung vom Markt her" und "Führung vom Ergebnis her" - werden zuweilen als widerstrebende Funktionen im Unternehmen dargestellt. Aber gerade das Gegenteil ist der Fall, wenn "Marketing- Controlling" versucht, qualitative Entscheidungen im...

Even though the importance of Key Account Management (KAM) in building long term buyer-seller relationships is widely recognized in literature this long term perspective of KAM lacks appropriate empirical examination. The purpose of this study is to propose a conceptualization of Key Account...

The Customer Trap shows that giving power to a customer who violates "the ten percent rule" sets a company up for ruin. Yet, when presented with the opportunity to push more sales through large customers, most decision-makersjump at the chance. As a result, marketing has come to resemble a...

"An organization's key accounts are its lifeblood. Key account management focuses on the long-term investment of resources in customers that can offer an exceptional return on resources. But which are the key accounts? Are they the ones growing the fastest? The ones that are most financially...