Abstract:

In the Business-to-Business marketing literature, the role of the key account manager is considerable in maintaining business-to-business relationships. By applying it to the relationship between suppliers and distributors considered as key customers, this research proposes, through a qualitative study with fifteen buyers of consumer products, a first set of answers regarding the identification of the facets of the communication of key account managers, favorable to the coordination of actions, to the creation of value and to the satisfaction of distributors.