Definitions and purpose. The key account approach ; Why key account management? ; The spectrum of KAM ambition ; What is a key account? ; What is key account management? -- Analysis: opportunity and value. Knowing the market, knowing your value ; Knowing the people, knowing your value -- Relationship management. From "bow-ties" to "diamonds" ; Decision mapping and contact strategies ; The good, the bad, the sad, and the ugly -- Achieving key supplier status. The purchasing revolution ; Supply chain management : seeking value ; Purchasing organization : rationalization and centralization ; Supplier positioning : managing suppliers -- Achieving strategic supplier status. Being of strategic value ; How are they growing? ; How do they aim to win? ; What drives them? ; A shared future? -- The value proposition. The customer's total business experience ; The customer's activity cycle ; Measuring the value ; Making the proposal -- Planning & joint planning. The key account plan ; Joint planning -- Targeting. Customer classification ; Customer distinction ; Global account management -- Making it happen. Sins and requirements ; Leadership and organization ; The skills required ; The role of information technology ; Measuring customer profitability ; The implementation plan ; Training and getting further help.