Key Account Management and Manager: specifics of the online and offline market

Within the Key Account Management concept, there are several studies that show the differences between strategic and marketing approach to KAM, customer approach, KAM efficiency factors and successful implementation of KAM. The established hypotheses were verified using quantitative research among sales department staff. In the Czech ambient, managers are aware of the primary goal, namely the strategic direction of the KAM concept. The marketing approach to KAM, f.e. KPI's, is seen as a part of the strategic direction of KAM, but not as a primary part. The effectiveness and implementation of KAM in the Czech ambient is most affected by the managers responsible for key customers. Managers have a low level of neuroticism and a high level of extraversion. They are therefore communicative, active, sociable and resistant to stress and negative emotions. Perhaps this is the reason why it is suggested that in the Czech ambient, managers prefer close cooperation between supplier and buyer, as they believe in the added value of such cooperation. All the above-mentioned conclusions are further assessed on the online and offline market. The above conclusions depend on managers' experience but the differences between two markets are not very noticeable.