Очертаване на проблеми при управление на ключовите клиенти
Outlining the key account management problems

Summary/Abstract: Customer Relationship Management (CRM) is a trend in the strategic marketing management of sales which includes formation of specific influencing strategies for the customers. The Key Account Management (КА-management) is a natural development of the strategy for directing the business to customer management. The business organization should perceive the relationship with its key customers as an initial beginning for the business. Their service is not only a set of activities, but is a “philosophy” as well, which the business organization perceives, believes in it, takes decisions and corrects its actions for the set business goals. The high level of servicing the key customers expands the demand, stimulates the sales and increases the volume of incomes and the profit. Thus, the relations with the key customers win recognition as a leading marketing aim. The present study examines the motivation and the working procedures with key customers in the Bulgarian enterprises as well as the problem situations that arise when working with them.

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