Key Account Management in information-intensive services |
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| Institution: | 1. Edwards School of Business, University of Saskatchewan, 25 Campus Drive, Saskatoon, SK S7N 5A7, Canada;2. Carey Business School, Johns Hopkins University, 100 International Drive, Baltimore, MD 21202, United States;1. Department of Marketing, Robinson College of Business, Georgia State University, 35 Broad Street, Atlanta, GA 30303, United States;2. Department of Marketing, Entrepreneurship, Hospitality & Tourism, Bryan College of Business and Economics, University of North Carolina Greensboro, 441 Bryan Building, 516 Stirling Street, Greensboro, NC 27402, United States;3. AskForensics, One Glenlake Pkwy, Suite 700, Atlanta, GA 30328, United States;1. T A Pai Management Institute, India;2. Miami Business School, University of Miami, 5250 University Drive, Coral Gables, FL, United States;3. Department of Economics and Management, Faculty of Agriculture and Forestry, University of Helsinki, P.O. BOX 27, Latokartanonkaari 5, FI-00014 Helsinki, Finland;1. Università Commerciale Luigi Bocconi, Department of Marketing, Via Roentgen 1, 20136 Milano, Italy;2. Graduate School of Management, University of Auckland Business School, Private Bag 92019, Auckland 1142, New Zealand. |
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| Abstract: | Key Account Management (KAM) is surprisingly little known marketing approach in retailing and consumer services context, however it has much to offer to companies in these industries. It provides an effective, practical and rather simple method for companies interested in increasing their profits by right customer and relationship management. Indeed, KAM is a business-to-business marketing approach, however most retailers and service companies can greatly benefit from it. A large number of retailers and service companies operate both in the consumer and business-to-business market. Few retailers or service providers have never invoiced another company. Moreover, most consumer goods and services are influenced by business-to-business services. The availability and quality of consumer goods and services often essentially depends on various business-to-business services in the earlier phases of marketing channels. Furthermore, by understanding the logic of KAM, retailers and consumer service providers can develop their own key supplier management. Information is one of the most important resources of goods and services in post-industrial economy. Information-intensive services are based on knowledge and refining of information. Increasing number of information-intensive services emerge both in the consumer and business-to-business market. This paper describes the nature of KAM and information-intensive services, and suggests a framework for KAM practices in information-intensive services. |
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