Strategic Issues for KAM Implementation in Industrial Marketing

Abstract

The relevance of Key Account Management (KAM) is a well established fact and its practice an essential requirement. There is a consensus among researchers and marketing practitioners with respect to industrial marketing firms, especially those who have limited customer base and have strategic dependence on a few key customers. However, despite the emphasis, many industrial marketing firms are still to address the issue in the desired manner. This article is an attempt to bridge the gap between what has been established and what needs to be done further. This study differs from earlier studies as it focuses on the strategic issues associated with the implementation of KAM in the context of marketing of industrial products, capital goods/installations. Since the article is based on literature survey, opinion survey of industrial marketing managers, and authors' own practising-cum-preaching experience in this field, it can find its applicability as a blue print for industrial marketing managers in making KAM happen in their organisation.