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Key Account Management neu denken

In: Neue Wege im Key Account Management

Author

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  • Oliver Büchel

    (Oliver Büchel Vertriebsberatung)

Abstract

Zusammenfassung Das Key Account Management wird künftig erheblich an Bedeutung gewinnen. Das hängt vor allem damit zusammen, dass sich das Kundenverhalten in den letzten Jahren aufgrund der voranschreitenden Digitalisierung massiv verändert hat. Das KAM der Zukunft wird viel stärker als bisher nicht nur im Vertrieb und Marketing relevant sein. Für innovativ ausgerichtete Unternehmen kommt es darauf an, das Gedankengut des Key Account Managements in allen Bereichen zu etablieren und somit einen ganzheitlichen und strategisch ausgerichteten Ansatz zu verfolgen. Aber auch modern ausgerichtete KAM-Konzepte müssen nicht auf jeden Hype aufspringen. Es geht vielmehr um die einfache Umsetzbarkeit und eine starke Fokussierung.

Suggested Citation

  • Oliver Büchel, 2023. "Key Account Management neu denken," Springer Books, in: Neue Wege im Key Account Management, chapter 0, pages 1-15, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-41850-2_1
    DOI: 10.1007/978-3-658-41850-2_1
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