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Malcolm McDonald's Ten Guidelines for Profitable Key Account Management

Key accounts are customers who help their suppliers grow, and consequently, they wield significant power. Although they are...


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Tags: Cranfield School of Management, featured learning, featured leadership,

Implementing Key Account Management - KAMA Chameleon

Everyone knows the famous Culture Club song Karma Chameleon. But here we are going to introduce the KAMA Chameleon, or in our...


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Tags: Cranfield School of Management, featured learning, featured leadership,

Creating compelling customer value propositions

Key account management (KAM) has evolved radically over the last five years or so. The traditional focus of managing a large...


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Tags: Cranfield School of Management, leadership, featured learning,

Implementing Key Account Management: To plan or not to plan…

Ask organisations to list the essential ingredients of a Key Account implementation and Key Account Plans will always feature...


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Tags: Cranfield School of Management, leadership, featured learning,

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