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Key Account Management, 5th Edition by Peter Cheverton

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08

From ‘bow-ties’ to ‘diamonds’

In Chapter 5, relationship management was described as the glue of the whole KAM process. Let’s just remind ourselves of its ‘central’ role in the KAM model, shown at Figure 8.1.

Figure 8.1  The central role of relationship management

It was noted that the task of relationship management can involve a significant investment (often unmeasured); building relationships takes time, it can eat up resources, and in itself it doesn’t promise any particular return. Even the best relationships do not in themselves promise additional orders, higher volumes, premium prices, better margins or any of the other sought-after ...

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