Unpicking the Meaning of Value in Key Account Management
- Topics:
- Account Management
- Tags:
- Account Management,
- Marketing,
- Marketing Research,
- Perspective,
- Sales,
- Sales Channel,
- Sales Force Management,
- University Of Bath
- Source:
- University of Bath
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Overview: This conceptual paper explores the meaning of value within the context of Key Account Management (KAM). It briefly presents the emergence of Key Account Programs, identifying that they have not traditionally been linked to the notion of value. We go on to present value as it is currently explored in the marketing literature, emphasizing the fact that value is usually seen from either the customer's or the supplier's perspective. However, as Key Account Management Programs are often formed between companies in order to achieve mutual gains, the current view of value is insufficient to take into account this mutual perspective.
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Format: PDF | Size: 273KB | Date: Feb 2005 | Pages: 30
