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The key account management practices and effectiveness

Ai Chin, Thoo and Wong, Han Fei and Tan, Liat Choon and Huam, Hon Tat and Sulaiman, Zuraidah (2018) The key account management practices and effectiveness. In: 6th International Conference on Manufacturing, Optimization, Industrial and Material Engineering, MOIME 2018, Aryaduta Hotel Bandung Bandung, Indonesia.

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Official URL: http://dx.doi.org/10.1063/1.5080059


Key Account Management (KAM) is marketing management approach to support companies to achieve sustainable competitive advantages and excellent market performance. This study reviews the influence of KAM practices on KAM effectiveness. Furthermore, research framework and hypothesis are developed based on resource-based view and market orientation. In overall, the relationship between practices and KAM effectiveness is found significant and positive based on literature review. Lastly, the findings are useful for companies to develop the skills necessary for a customer-oriented KAM approach.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:marketing management
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
ID Code:82414
Deposited By: Siti Nor Hashidah Zakaria
Deposited On:30 Sep 2019 13:05
Last Modified:06 Oct 2019 02:04

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