Key Account Management

1.INTRODUCTION
There has been an increase in attention paid to management of key account programs by both academics and practitioners. As Schultz, R. J. and Evans, K. R. (2002) indicated, developing long-term sales relationship with large-scale buyers has become of paramount to marketers.
Many customers today are faced with powerful and more demanding customers. As a result, key account management is an approach adopted by selling companies aimed at building portfolio of loyal key account by offering them, on continuous basis, a product/service package tailored to their individual needs. …