| Author: | Millman, T. Wilson, K. |
| Title: | From key account selling to key account management |
| Journal: | Journal of Marketing Practice: Applied Marketing Science
1995 : VOL. 1:1, p. 9-21 |
| Index terms: | MANAGEMENT MODELS MARKETING |
| Language: | eng |
| Abstract: | Recent interest in relationship marketing and customer retention has refocused the attention of marketing academics and managers towards key account management (KAM) systems as a means of operationalizing long-term buyer/seller relationships. The paper examines the nature of KAM in industrial markets structured around several strategic issues elicited from tow main sources: empirical research in the area of industrial sales management and selling to major accounts, and observations from running a series of management development programmes for account managers. |
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