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Key Account Management, 5th Edition by Peter Cheverton

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02

Why Key Account Management?

KAM is usually described as a business strategy, suggesting it is a choice, but I have also heard it described by many companies as an inevitability. If the former sounds a positive approach – let’s call it an aggressive one, then the latter might appear rather fatalistic, or defensive. In truth, most applications that I have encountered encompass both the aggressive and the defensive, and this is in fact all to the good, as we will see.

KAM is a journey, with all the uncertainties that exist at the outset of such, and with a fair share of surprises to be encountered along the way. It is unlikely to be a short or speedy journey, and there will be inevitable setbacks, and welcome surges forward – both experiences ...

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