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Marketing, Sales and Customer Management (MSC) by Richard Hofmaier

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VI Integrated Customer Development and Key Account Management (KAM)

Sustainable customer development management includes not only the features of customer relations, but also modern and conceptually sound B2B Key Account Management (KAM). Therefore, methodically stringent, long-term KAM is important for integrated MSC management for continuous, mostly disproportionate growth in the strategically important major customer market and allows the company to develop “distinctive” positioning, differentiation and penetration potential within national and international major customer and key account competition. This is especially important for B2B ...

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