[Key Account Management is] the extent to which an organization achieves better relationship outcomes for its Key Accounts than for its average accou… - Christian Homburg

Marketing Management: A Contemporary Perspective provides a fresh new perspective on marketing from some of the leading researchers in Europe. The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new book combines scholarly international research with relevant and contemporary examples from markets and brands across the world.

Cross-functional KAM companies stand out with respect to both performance in the market and adaptiveness.

Activities for complex customers cannot be handled by the sales function alone but requires participation from other functional groups.