Research paper on key account management
Business firms are facing fierce competition in this era of rapidly changing business environment and especially with the globalization of link. Many firms today have adopted Key Account Management KAM model in some form as key account way of building, nurturing and maintaining strong bonds with their customers.
Generally KAM involves the management and development of key account management relationship, in a formal or informal structure. The research paper objective of an organization in adopting KAM as a marketing strategy is to have management competitive advantage over its competitors. This key objective can only be fully achieved if firms successfully research paper Management, otherwise it will be another failed strategy.
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By and large practicing managers as well as academicians seem to reach a consensus to start uc essay strategy execution poses a greater challenge than formulating the strategy.
Alexander, ; Gluck et al,; Mintzberg, In most firms as highlighted by Sharmathe bigger percentage account management revenue and by extension profits is generated through the key customers and therefore crucial to implement KAM strategy right, thus guaranteeing the higher revenues. With the advent of Ecommerce, the business environment has even changed more drastically with many firms either research paper account management key account management or otherwise integrating research paper paper on key account management as a way of conducting business.
As argued by Jukkait is naturally expected that ecommerce has had a significant impact on how KAM is practiced and implemented.
This impact of ecommerce on KAM has not being researched and documented and therefore necessitating the research to link up the two. A review of existing literature reveals that little or no research has been done to specifically link up KAM and ecommerce and its impact as indicated by the comprehensive summary list of the recent KAM studies by Keith The researcher would then be research paper on key account management in establishing how KAM strategy is implemented research paper on key account management the aim of addressing the key concerns of KAM.
The other key objective will be to provide a conceptualization of the implementation challenge and suggest a model of article source the challenges.
It is therefore of academic and managerial interest to study research paper on key account management KAM implementation has being successfully carried out and the impact of ecommerce on the same. The theoretical frame work will be mainly developed from but not limited to the existing literature on relationship marketing, read article business alliances, customer relationship management CRME-commerce, E-marketing and personal selling among other areas.
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The researcher intends to use an empirical study where a survey will be done to gather the necessary data. Both primary and secondary data will be used. The concept of KAM stems from the assumption that when the current level of sales of a customer are strategically important to a firm, this account calls for high level management from a selected salesperson, Sanjit, A preview of management existing literature reveals the different terms, essay on terrorism for class 9 authors have used to describe key accounts; among them are national accounts, large accounts, major accounts, strategic and corporate research paper on key account management, Sanjit et al, In view see more this many different terms referring to the same item, the author will concur with Management and use the name key account as the most preferred label.
There are several and varied definitions of KAM, however most of them seem to capture similar key features. For example; Ojasalo, states that KAM can be viewed as "relationship oriented marketing management approach research paper on key account management href="/papers-on-3-strikes-law.html">papers on 3 strikes law on dealing with major customers in the business to business market" and the main issues involved include, systematic selection, analysis and management of current and potential click the following article, systematic setup and maintenance of necessary infrastructure, Research paper on key account management Donald et al KAM is defined by Homburg et alas the "designation of special personnel and or performance of special activities directed at an organization's most important customers".
The other research paper on key research paper on key account management management definition and worthy quoting is by Strategic Account Management Association SAMA ; which describes KAM management the "complex account with special requirements characterized by a centralized, coordinated purchasing organization with key account purchasing influences, a read more buying process, read article purchases and a need for special research paper, SAMA, From the above, the author will adapt the SAMA definition since it is the most comprehensive but with an addition to capture the changing business environment in terms research paper on key account management information technology.
As observed by Schlegelmilch and Sinkovic, effective use of information technology will enable "firms to creatively implement their innovative marketing strategies". From a different perspective but directly related is Gosselin and Bauwen who point out that one of the major factors affecting KAM is the impact of information communication technologies.
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