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Key account management is one of the most important tasks in today’s dynamic business environment. For key accounts, innovative service is needed, personal relationships are important, specific requirements for international key accounts have to be met, and the customer perspective must be included. What is important is not just the product or service, but the ability to work with customers in a better way. Establishing a key account management concept within an organization presents both a challenge and a great opportunity. The St. Gallen KAM concept is a tried and tested formula for highly effective and successful customer relations. About the Author Prof. Dr. Christian Belz is Professor of Marketing at the University of St. Gallen (HSG) and Managing Director of the Institute for Marketing and Retailing (IMH-HSG). The Institute is led by entrepreneur and joint development projects with companies and managers play a crucial role. In teaching, Christian Belz engaged in various fields of management and marketing. He is also co-editor of the magazine for marketing Thexis. Christian Belz is the board of various companies. Dr. Markus Mullner is Managing Director of Marketing Auditorium St. Gallen AG, which offers seminars on key account management and business with the introduction and implementation of key account management and global account management advice. He has worked for many years as a lecturer in management education at the University of St. Gallen and is a trainer at renowned companies in the services, capital goods and consumer goods sector. Dr. Dirk Zupancic is the head of the Competence Center “Business-to-business marketing and sales” and professor of business administration, marketing, in particular, at the Institute for Marketing and Trade of the University of St. Gallen. He graduated with a doctoral thesis on “International” key account management.He is the author of seven books, numerous research reports and articles. His current research focuses on the topics of sales and customer management. He founded and directs the research program “Sales Driven Company.” In addition to his research, he worked as a consultant and coach. He has practical experience in the management of a bank customer and the consulting activities in the industrial and service companies.