The key account management practices and effectiveness

Key Account Management (KAM) is marketing management approach to support companies to achieve sustainable competitive advantages and excellent market performance. This study reviews the influence of KAM practices on KAM effectiveness. Furthermore, research framework and hypothesis are developed based on resource-based view and market orientation. In overall, the relationship between practices and KAM effectiveness is found significant and positive based on literature review. Lastly, the findings are useful for companies to develop the skills necessary for a customer-oriented KAM approach