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Key Account Management Essay 3
Objective: Apply your knowledge on Key Account Management (KAM) best practices.
Introduction:
Key Account Management (KAM) can help companies understand clients and build better relationships while considering how customers have a strategic role in the growth of the company.
Deliverables
The essay for this lesson is required to be a minimum of 750 words (excluding title and reference pages) that clearly demonstrate your understanding of the activity. Essays should have a clear introduction, thesis statement and conclusion, written in APA format (https://owl.english.purdue.edu/owl/). A minimum of three sources, at least two from the lesson, must be cited in-text and in the Reference list.
Step 1: Review and Preliminary Research:
Review the following resource:
Schachter, L. and Cheatham, R. (2015). The Keys to Key Account Management: What Great Looks Like.
Step 2: Write your essay:
Use what you have learned from reading about the best practices in KAM to address each of the items below. Your responses must include citations/references to the Schachter and Cheatham reading in Step 1, additional references to lesson resources, and external academic resources, if you wish. (Consider using Google Scholar and NAU Cline Library).
Address the following:
• According to Schachter and Cheatham (2015), most organizations using key account management have the biggest gaps in four categories: customer understanding, engagement, advancement, and company understanding.
Compare an average company using KAM and a great one, in each of these four categories.
• How can an average business overcome two of their biggest gaps?
• Although key account programs are important to implement, sometimes they do not show the volume growth that companies expect in return for the additional resources they require to keep up.
Explain why this happens using a specific example.
• Within the next 10 years, what will be the best two investments to improve a company’s KAM.
Use these writing guidelines:
• Include a cover page and references in addition to your required word count.
• Use correct APA format (7th Edition)
• Double-space text
• Use size 12 Times New Roman
• Use section headings to organize
• Indent paragraphs
• Include in-text citations
• Use correct spelling, grammar, sentence structure and verb tense
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