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Key account management or KAM is the management of those customer relationships that are considered most important to a company. Key accounts are defined as those accounts which are held by customers producing or responsible for the bulk of the profits for a company and/or those which have the potential to do so.
Key account management is now firmly recognized as an essential component of business success. If you are intent on practicing key account management in your company, then the identification of these customers is one of the most important actions you will undertake.