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ISSN : 2671-4981(Print)
ISSN : 2671-499X(Online)
Journal of Business Economics and Environmental Studies Vol.2 No.1 pp.5-13

*Corresponding Author, Assistant Professor, Department of Business Administration, Leading University, Sylhet-3100. Bangladesh.
**Associate Professor, Marketing Program, Othman Yeop Abdullah Graduate School of Business, College of Business (COB), Universiti Utara Malaysia, Malaysia. E-mail:

Key Account Management: Towards a Multidimensional Definition

Kawsar Ahmmed*, Nor Azila Mohd. Noor**

Received: October 31, 2011. Revised: December 15, 2011. Accepted: March 16, 2012.


The aim of this paper is to propose an integrative definition ofkey account management (KAM) at the organizational level through acontent analysis of the existing definitions of KAM available in thebusiness literatures. A representative pool of definitions of key accountmanagement was generated through literature review from twentythree journals that covers the divergence of name variety likeglobal account management, strategic account management, nationalaccount management, international key account management, key clientmanagement, major account management, key customers managementand key account management. Relating to the definition of keyaccount management various attributes are identified through contentanalysis and according to the relevance, profile for each attributes aredeveloped. On the basis of these attributes a diagrammatic and textualdefinition is proposed that covers the different standpoints and aspectsof key account management approach and captures its essence aswell. Eventually, several strategic implications are derived that createthe field for further empirical investigation.


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