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Key Influencers: Locating, Measuring, and Creating Programs to Influence Social Media Influencers Read chapter Read first chapter

2015 | OriginalPaper | Chapter

How Companies Implement Kam: a Four-Stage Model

Authors : Iain A. Davies, Lynette Ryals

Published in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference

Publisher: Springer International Publishing

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In this paper we present a stage model, developed through syndications with a panel of industry exemplars and through a survey, which shows how organizations currently transition to KAM. The model demonstrates that there are four stages to implementation: Introductory; Embedding; Optimizing; and Continuous Improvement. For each stage, we present a case study that illustrates their KAM practices in that stage.

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Metadata
Title
How Companies Implement Kam: a Four-Stage Model
Authors
Iain A. Davies
Lynette Ryals
Copyright Year
2015
Book
Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference

Print ISBN: 978-3-319-11796-6

Electronic ISBN: 978-3-319-11797-3

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-11797-3_98