Change search
ReferencesLink to record
Permanent link

Direct link
Key account relationships: selling to the public sector
2004 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Key Account Management has become more and more important because of the need to retain and develop relationships with large and global businesses. Key Account Management is about managing a journey that commences at the first contact with the client and then goes through a series of stages and then develops into a complex relationship based on trust and mutual interest. There are many factors influencing the journey along the way and the responsibility to coordinate the supplier’s activities and bring added value to the relationship is the function of the key account manager. In this thesis we discuss the area of key account relationships from the selling company’s perspective. We have chosen to focus on how a company identify/select and characterize a key account, the development of a key account relationship and finally the work of a key account manager. In order to reach the purpose of the thesis we have conducted two interviews with a company that has employed Key Account Management for many years. The study shows that sales volume is the single most important criterion when a company identifies/selects key accounts. Furthermore, the findings imply that trust building activities are essential from a relationship development perspective. Finally, the role of the key account manager is to coordinate the activities of the Key Account Management team.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, KAM, Key Account Management, selling, relationships, marketing, key accounts, public sector
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-59269ISRN: LTU-SHU-EX--04/194--SELocal ID: fcc59c44-be98-4619-acbf-e4c9930b569fOAI: diva2:1032657
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Open Access in DiVA

fulltext(535 kB)0 downloads
File information
File name FULLTEXT01.pdfFile size 535 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

ReferencesLink to record
Permanent link

Direct link