title: ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð¿Ð¾Ð´Ñ Ð¾Ð´Ð¾Ð² Ðº ÑÐ°Ð±Ð¾ÑÐµ Ñ ÐºÐ»ÑÑÐµÐ²ÑÐ¼Ð¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ°Ð¼Ð¸ Ð½Ð° ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð² ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ Ð2Ð ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸ÑÑ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Research the impact of approaches to work with key customers on the development of corporate strategy in Russian B2B companies
Creators: name: Ð§ÐµÑÐ½Ð¾Ð²Ð°, ÐÐ»ÑÐ³Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2019
Subjects: ÐºÐ»ÑÑÐµÐ²Ð¾Ð¹ ÐºÐ»Ð¸ÐµÐ½Ñ
Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ñ Ñ ÐºÐ»Ð¸ÐµÐ½ÑÐ°Ð¼Ð¸
Ð¼ÐµÐ½ÐµÐ´Ð¶ÐµÑ Ð¿Ð¾ ÑÐ°Ð±Ð¾ÑÐµ Ñ ÐºÐ»ÑÑÐµÐ²ÑÐ¼Ð¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ°Ð¼Ð¸
ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ°Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ
key customer
customer relationship management
key account management
corporate strategy
economic effectiveness

description: ÐÐ°Ð½Ð½Ð°Ñ Ð¼Ð°Ð³Ð¸ÑÑÐµÑÑÐºÐ°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¿Ð¾Ð½Ð¸Ð¼Ð°Ð½Ð¸Ñ Ð²Ð°Ð¶Ð½Ð¾ÑÑÐ¸ ÑÐ°Ð±Ð¾ÑÑ Ñ ÐºÐ»ÑÑÐµÐ²ÑÐ¼Ð¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ°Ð¼Ð¸ Ð¸ Ð²Ð»Ð¸ÑÐ½Ð¸Ðµ ÑÑÐ¾Ð³Ð¾ Ð½Ð° ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² B2B ÑÐµÐºÑÐ¾ÑÐµ. ÐÑÐ»Ð¾ Ð´Ð°Ð½Ð¾ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ Ð¿Ð¾Ð½ÑÑÐ¸Ñ ÐºÐ»ÑÑÐµÐ²Ð¾Ð¹ ÐºÐ»Ð¸ÐµÐ½Ñ Ð¸ ÑÐ¸ÑÑÐµÐ¼Ñ ÑÐ°Ð±Ð¾ÑÑ Ñ ÐºÐ»Ð¸ÐµÐ½ÑÐ°Ð¼Ð¸. Ð¢Ð°ÐºÐ¶Ðµ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸ ÐµÐµ ÑÐ¾ÑÑÐ°Ð²Ð»ÑÑÑÐµÐ¹. ÐÐ»Ñ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°ÑÑÐ¸ Ð±ÑÐ»Ð¾ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð´Ð²Ðµ ÑÐ°Ð·Ð½ÑÑ ÑÐ¾ÑÐ¼Ñ Ð¸Ð½ÑÐµÑÐ²ÑÑ Ñ ÑÐµÐ»ÑÑ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾ÑÑÐ¸ Ð¸ Ð°ÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÐ¸ Ð¼ÐµÐ½ÐµÐ´Ð¶ÐµÑÐ° Ð¿Ð¾ ÑÐ°Ð±Ð¾ÑÐµ Ñ ÐºÐ»Ð¸ÐµÐ½ÑÐ°Ð¼Ð¸ Ð² ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸ÑÑ. ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ Ð´Ð°Ð½Ð½ÑÐµ Ð±ÑÐ»Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ð¸ ÑÐ´ÐµÐ»Ð°Ð½Ñ ÑÐ¾Ð¾ÑÐ²ÐµÑÑÑÐ²ÑÑÑÐµ Ð²ÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð»ÐµÐµ Ð±ÑÐ»Ð¾ ÑÐ°Ð·Ð¾Ð±ÑÐ°Ð½Ð¾ Ð¿Ð¾ÑÑÐ°Ð¿Ð½Ð¾Ðµ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ðµ ÐÐÐ ÑÐ¸ÑÑÐµÐ¼Ñ Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ Ð¸ Ð¿ÑÐ¾Ð¸Ð»Ð»ÑÑÑÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¾ Ð² Ð½ÐµÑÐºÐ¾Ð»ÑÐºÐ¸Ñ Ð¿ÑÐ¸Ð¼ÐµÑÐ°Ñ. Ð¢Ð°ÐºÐ¶Ðµ Ð±ÑÐ»Ð¾ Ð¿Ð¾ÐºÐ°Ð·Ð°Ð½Ð¾ Ð¸Ð·Ð¼ÐµÐ½ÐµÐ½Ð¸Ðµ Ð½ÐµÐºÐ¾ÑÐ¾ÑÑÑ ÑÑÐµÑ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸, Ð¸Ñ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾Ðµ Ð¸Ð·Ð¼ÐµÐ½ÐµÐ½Ð¸Ðµ Ð¿Ð¾Ð´ Ð²Ð»Ð¸ÑÐ½Ð¸ÐµÐ¼ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð¸Ð»Ð¸ ÑÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ Ñ ÐºÐ»ÑÑÐµÐ²ÑÐ¼Ð¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ°Ð¼Ð¸. Ð Ð¿Ð¾ÑÐ»ÐµÐ´Ð½ÐµÐ¹ ÑÐ°ÑÑÐ¸ Ð±ÑÐ» ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÑÑÐµÐºÑ Ð¾Ñ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ ÐÐÐ ÑÐ¸ÑÑÐµÐ¼Ñ. ÐÑÐ»Ð¸ Ð¿Ð¾ÐºÐ°Ð·Ð°Ð½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»Ð¸ Ð¸ Ð¸Ð½Ð´Ð¸ÐºÐ°ÑÐ¾ÑÑ Ð¿Ð¾ ÐºÐ¾ÑÐ¾ÑÐ¾Ð¼ Ð¼Ð¾Ð¶Ð½Ð¾ Ð¾Ð¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ ÑÐ¸ÑÑÐµÐ¼Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÑ CRM ÑÐ¸ÑÑÐµÐ¼ Ñ ÑÐ°ÑÑÐµÑÐ¾Ð¼ ÑÑÐ¾Ð¸Ð¼Ð¾ÑÑÐ¸ ÐºÐ°Ð¶Ð´Ð¾Ð¹ Ð¸Ð· Ð½Ð¸Ñ.
description: This master's research is devoted to understanding the importance of work with key customers and the impact of this on the company's corporate strategy in the B2B sector. The definition of a key customer and a customer service system was given. It also analyzed the corporate strategy and its component. For the practical part, two different forms of interviews were conducted in order to identify the need and relevance of the account manager in Russian companies. The data obtained were analyzed and appropriate conclusions were made as well. Further, the phased introduction of the KAM system into the company was analyzed and illustrated in several examples. It was also shown changes in some areas of corporate strategy, their possible change under the influence of the introduction or improvement of work with key customers. In the last part, the economic effect of the introduction of the KAM system was considered. The main features and indicators were shown on, where you can determine the effectiveness of system implementation, and a comparative analysis of various CRM systems was conducted with the calculation of the cost for each item.