Key Account Management Practices in FMCG Industry of Pakistan

By Zain-Ul -Abideen, Abdul Latif and Muhammad Suhail Nazar.

Published by The Organization Collection

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Article: Print $US10.00
Article: Electronic $US5.00

The objective of study is to discuss key account management practices in FMCG Industry of Pakistan. Key account management (KAM) is considered to be an imperative marketing trend and being practiced from last few years. In this study, Ojasalo framework of KAM practices has been used in terms of their implementation in FMCG industry of Pakistan. The framework comprise of four basic elements of KAM and the two levels which are considered to be necessary in B2B relationships and thus used in key account management for profitable and long lasting relationships with key accounts. The data was collected through structured questionnaire from 100 executives of different companies in FMCG Industry of Pakistan. The companies that have participated are Unilever, Procter & Gamble, Marrina International, Forvil Cosmetics, Asian Food Industries, IFFICO, Coca-Cola Beverages and Nestle. The study contributes in two ways: First, FMCG sector will be facilitated in focusing and prioritizing the factors that are being neglected regarding identification, analysis, selecting suitable relationship strategies and operational level capabilities used in KAM. Secondly, other selling organizations wishing to prosper in Pakistan and eager to adopt KAM program will be benefited with this information.

Keywords: Key Account Management, FMCG Industry of Pakistan

International Journal of Knowledge, Culture and Change Management, Volume 11, Issue 4, pp.339-364. Article: Print (Spiral Bound). Article: Electronic (PDF File; 908.841KB).

Zain-Ul -Abideen

Lecturer, Department of Management Sciences, The Islamia University of Bahawalpur, Bahawalpur, Pakistan

Zain received MS (Marketing) from Shaheed Zulfikar Ali Bhutto Institute of Science & Technology (SZABIST), Islamabad Campus, Pakistan while obtaining B.Sc (Mathematics), MBA (Marketing) and M.Sc (Economics) from The Islamia University of Bahawalpur, Pakistan. Zain served as an Assistant Manager in NADRA (National Database & Registration Authority) Govt. of Pakistan, Nestle and Senior Marketing Manager in KARL Chemical Works, Lahore, Pakistan. He is currently associated with The Islamia University of Bahawalpur, Pakistan.

Dr. Abdul Latif

Professor, Department of Management Sciences, The Islamia University of Bahawalpur, Bahawalpur, Pakistan

Dr. Abdul Latif is a well-known scholar of management science in Pakistan. He has a rich and distinguished academic career and has Master’s and Ph.D. degrees from Australian National University, Canberra. He has over 30 years experience in teaching/training, research and consultancy and has taught at prestigious universities of Pakistan including IBA, Karachi. At present, he is Professor of Management and Chairman, Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan. Prof. Latif has published research articles in the national and international research journals. He is a member of National Curriculum Revision Committee for Management Science of Higher Education Commission of Pakistan and Peer Reviewer of South Asian Quality Assurance System (SAQS) of the Association of Management Development Institutions in South Asia (AMDISA).

Muhammad Suhail Nazar

Assistant Professor, Department of Management Sciences, The Islamia University of Bahawalpur, Bahawalpur, Pakistan

Muhammad Suhail Nazar is Assistant Professor in the Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan. NAZAR did his BSc. (Hons.) in Agricultural Entomology from University of Agriculture, Faisalabad in 1985. NAZAR served in Sales & Marketing department of ICI Pakistan Ltd for five years and of DuPont Pakistan Limited for seven years. NAZAR earned his MBA in Marketing from The Islamia University of Bahawalpur in 2000 and LLB Degree from Bahauddin Zakariya University, Multan, Pakistan in 2006.

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