دانلود کتاب Key account management at company and individual levels in business‐to‐business relationships [article]

What is the nature of the key account management (KAM) approach? Various
themes have been discussed under the title ``key account management'', however, the
approach seems to lack coherence and clearly requires further conceptualization. Based
on an extensive literature analysis, this article identifies and describes the basic elements
of KAM and offers a definition of it. What kind of managerial practices facilitate KAM at
the company and individual levels? Although paying customers in the business-tobusiness
market are organizations, they are always represented by individuals. Thus,
successful KAM requires appropriate handling at both the organizational and the
individual levels. This paper describes the nature of company- and individual-level
customer benefits in business-to-business relationships. As a synthesis, this paper
suggests a framework for KAM practices deploying the main elements of KAM and the
company and individual levels of business-to-business relationships