Comprehensive view of KAM research
Firstly, this illuminating analysis by Internationally renowned Professors Kumar, Sharma and Salo defines the scope of KAM: selection of key or strategic accounts, team structures, coordination with other functions, and a deeper level of relationship within the organization and with the KAM customer's firm.
It also demonstrates how KAM is distinct from traditional sales research, relationship marketing, and sales management.
Significant research clusters were identified, consisting of KAM alliances, KAM frameworks, KAM value creation, KAM structure, GAM and KAM performance.
373 papers were reviewed, 151 listed, making this paper unmissable for anyone serious about KAM.