The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Key Account Selling

Key account selling

Key account selling (sometimes also called key account management) is the process of managing the relationship between organisations for which the relationship is of strategic importance.

A key account is one that possesses some or all of the following characteristics:

  • It accounts for a significant proportion of the firm's overall sales. This means that the supplying firm is in a vulnerable position if the customer goes elsewhere. It also implies that the supplier is likely to be prepared to negotiate significant changes in its methods, products and business practices in order to fit in with the customer's business practices and needs.
  • There is co-operation between distribution channel members rather than conflict. This places the key account manager in the front line, because he ...
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