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Key Account Management, 5th Edition by Peter Cheverton

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03

The spectrum of KAM ambition

The previous chapter introduced one of the choices to be made at the earliest stage when considering our KAM ambitions: what is the nature of the reward we expect from our investment? In this chapter we will expand on this choice, suggesting a range of options placed along what we will call the Spectrum of KAM Ambition (Figure 3.1).

Figure 3.1  Spectrum of KAM ambition

We are looking here at rewards in their broadest sense. This is more than the narrow detail of a percentage increase in price, or an increased share of the customer’s business, important though those things might be, it is about what we wish KAM ...

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