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Neue Rahmenbedingungen für das Key Account Management

In: Neue Wege im Key Account Management

Author

Listed:
  • Oliver Büchel

    (Oliver Büchel Vertriebsberatung)

Abstract

Zusammenfassung Wer neue Wege im Key Account Management anstrebt, sollte sich zunächst die Frage stellen, mit welchen Stellschrauben die wichtigsten Veränderungen in Gang gesetzt werden können. Treiber für Change-Projekte im KAM-Bereich sind die veränderten Rahmenbedingungen, die vor allem durch die Beschleunigung der Digitalisierung aufgrund der Coronapandemie und das Zusammenwachsen von Marketing und Vertrieb verursacht werden. Aufgrund des hohen Individualisierungsgrads im Key Account Management ist eine Detailbetrachtung vonnöten, um herauszufinden, wo die fortschreitende Automatisierung ihre Grenzen hat. Dadurch, dass Kunden heute anderes einkaufen, erlebt das Key Account Management eine echte Renaissance.

Suggested Citation

  • Oliver Büchel, 2023. "Neue Rahmenbedingungen für das Key Account Management," Springer Books, in: Neue Wege im Key Account Management, chapter 0, pages 57-68, Springer.
  • Handle: RePEc:spr:sprchp:978-3-658-41850-2_3
    DOI: 10.1007/978-3-658-41850-2_3
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