June, 2009    SMM-041

Myth, Reality & Requirements in Pharmaceutical Key Account Management

Key Account Management (KAM) is an important approach to the development and maintenance of large accounts, especially in the mature market conditions found in many pharmaceutical and related businesses. However, the meaning and practice and KAM has been blurred and weakened by misuse of the term. This paper identifies five requirements for the application of KAM in pharmaceutical and related markets.