Key account management: 5 common myths dispelled

Lindsay Bruce and Lynette Ryals

Key Account Management (KAM) has been transformed from a niche fad into a standard business practice.

Brand management
Managing the marketing function

Key Account Management: 5 Common Myths Dispelled

Dr Lynette Ryals Cranfield UniversityLindsay Bruce

Managers feel that they make (or should make) more money from key accounts than from other accounts. They are aware of the traditional 80:20 rule, that...

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