Key account management: towards a multidimensional definition

• Main Authors: Ahmmed, Kawsar, Mohd Noor, Nor Azila
• Format: Article
• Language: English
• Published: KODISA 2012
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/20611/1/EAJBM%202%201%202012%205%2013.pdf; http://repo.uum.edu.my/20611/; http://www.eajbm.org/journal/article.php?code=2660

The aim of this paper is to propose an integrative definition of key account management (KAM) at the organizational level through a content analysis of the existing definitions of KAM available in the business literatures.A representative pool of definitions of key account management was generated...