A Case Study on Key Account Management at Printo
Palanivelu, Anand Raj (2011) A Case Study on Key Account Management at Printo. [Dissertation (University of Nottingham only)] (Unpublished)
Key Account Management (KAM) is considered to be the active contributor to the realization of the unique selling position of the firm and therefore it creates a competitive advantage that increases the performance of the firm, which leads to the shareholder holder value – the ultimate aim of doing business. As Cheverton describes KAM as is about managing the future of the business and Hellman describes it as a specific program that overcomes the barriers in business growth.
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