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45 customers and develop and improve long term profitable partnerships (ripovic and Rosuc, 2005) The main point of view of science and practice today, represent the activities directed towards the establishing, developing and in maintaining successful business relationships with customers. In the early 1980s, parallel to the development of new marketing paradigm - the relationship marketing, the concept of KAM was also developed as a specific relationship marketing program that is focused on selected group of strategically significant customers, key account. In the context of development and advancement of the concept of KAM in the postal services in the Republic of Serbia, the application of modern and modified strategic management scenarios, models, techniques and tools is proposed (Oegovi et al. 2013). In this paper, KAM was viewed as a multi-phase strategic management process, while its application is based on the postulates of Project Management. The primary objective of this study is to develop a modified multi-phase strategic model Key Account Management in the postal services. The model presented in this paper is called "PostAIM" (Oegovi, 2010). This multiphase and multidisciplinary model approaches the problem from analytical, organizational and technological aspects. The model implies that the focusing of strategy and activities is performed before, during and after the process of sale. This approach has not been used yet and, with it, "PostAIM" can be considered as the original model for key account management. The applicability of this model in the postal services has been confirmed during the research in the Republic of Serbia. This paper presents the results of the application of PostAIM" model as well as the model of "customer value to the postal services, dubbed "PostPPA". Model "PostPPA" (Oegovi, 2010) was used during the realization of selection process and categorization of customers in postal services. Testing the proposed modified model for key account management was performed in selected postal services company. PE Post Serbia, using data from four main sources: data from the company's business reports, managers and sales teams, data obtained on the basis of the survey and interviews with managers at all levels and the data collected based on interviews with managers responsible for customer care and sales teams, goals and views of strategically important customers involved in the research which was conducted in the period from 2010 to 2012 in order to create a solid basis for building the proposed model for key account management in postal services. During the research to identify critical success factors of KAM, the study identified the special importance of the quality of services, personnel responsible for care of customer support of top management, while in contrast to studies done in Taiwan (Chun et al., 2009) a very small influence of geographic factors was observed (p. 803) 2. RESEARCH METHODOLOGY The primary objective of this research is to improve current models for managing key account in postal services. KAM methodology, with whose research dealt McDonald M, Rogers B. Woodbum D. Capon N. Pardo C, Cheverton P. Kotler Ph, Millman T. Wilson K, so far did not have an important application in the postal services. Based on the research, analysis and comparison of the results obtained and presented in the works of these authors, a modified model for key account management in terms of management process was proposed. Such modified model can be applied to the postal services. The outline of proposed Oegovi and arac (2012) point out that modified KAM model is based on the methodology of project management In order to verify the implementation of the new model, a case study method was used. We came to most findings in the research using the test methods, conducted through structured interviews and surveys, which are often used in research on the behavior and attitudes of customers, markets, customer and seller relationship, as well as all relevant information to cause or result from these relationships The purpose of the research in the selected company postal services was to make a ranking of key customers at market elements and the level of profitability that is achieved, as well as investment in building long-term relationships with key customers of postal services. Based on the results of research and comparative analysis of existing models of management key customers was developed a model of key account for postal services. For the purpose of research conducted in the period 2010-2012 was established three representative samples. The first established the pattem (systematic, stratified) included 106 managers at all levels of management in the selected company postal services. This pattern is formed so that it has the basic set (all managers) previously divided the membership manager management level (top, middle, operational) to be followed by each of the three strata (randomly) selected by 50% of the total manager of that level in the sample for the management level. The second sample (systematic, deliberate, quota-sample) participated in 53 companies (customers) based on the percentage of participation in the annual income of sales. In this study used a semi-standardized interview face to face as a method tests. The aim of this study was to determine the attitudes of selected customers group to the importance of certain factors of success offered by KAM for the purpose of their comparison and cross tabulation of the results that were obtained, the same issues in the company's vehicles postal services. Conclusions which have been adopted are the resulting conclusions are presented) a significant starting point for the formulation of methodologies and models for managing key accounts in the postal traffic. The third sample (systematic) included 56 companies of customers of postal services, with areas of southem Banat. In this study, we used a modified questionnaire UPU, and data collection was done by mail (Self-completion Questionnaires and Mail). The aim of this study was to determine the level of satisfaction of the user groups, as well as their views on the quality and competitiveness of the postal service used. The results of this research support the claim stated confirming the hypotheses, the formulation and development of management strategies to key customers based on customer satisfaction and profitability. All questionnaires were processed using specially developed software solutions in line with the objectives of these studies, on the basis of terms reference drafted by the author of this paper. 3. THE NEED TO MANAGE KEY ACCOUNT IN POSTAL SERVICES IN THE REPUBLIC OF SERBIA Majority of large postal service organizations are mainly divided into business units established on the basis of their subject criteria or territorial criteria. Managers of modern organizations are challenged to successfully coordinate the activities of these units and use their knowledge and business skills for the benefit of the organization as a whole. Very often the work of these business units is not in sync and in line with the mission and purpose of the organization. Key account management is one of the most important changes in seling that has emerged during the past two decades. KAM is a radically different organizational process used by business-to-business suppliers to manage their relationships with strategically-important customers, and it produces measurable business benefits" (Lynett, 2012). KAM in postal services represents a modern strategy and marketing management approach that is based on building and nurturing long-term profitable relationships with strategically important customers in order to achieve mutual benefit for companies involved in this business relationship