This book clearly sets out the very best, state-of-the-art strategies in Key Account Management. The authors provide the tools and processes for successful KAM , from developing a customer categorization system that really works, to analyzing the needs of key accounts. Key elements covered in the book are: Why key account management has become so critical to commercial success The key challenges and how successful companies respond. The role of key account management in strategic planning How companies build profitable relationships with their customers How key account management actually works What it takes to be a successful key account manager, including the skills that are required. The book draws on 12 years of research at Cranfield Business School as well as the experiences the authors have gained from their work at the highest levels with (probably) more key and strategic account managers worldwide than any other leading advisors.
Book Details:
- Author: Diana Woodburn
- ISBN: 9780470974155
- Year Published: 2011
- Pages: 496
- BISAC: BUS000000, BUSINESS & ECONOMICS/General
About the Book and Topic:
This book clearly sets out the very best, state-of-the-art strategies in Key Account Management. The authors provide the tools and processes for successful KAM , from developing a customer categorization system that really works, to analyzing the needs of key accounts. Key elements covered in the book are: Why key account management has become so critical to commercial success The key challenges and how successful companies respond. The role of key account management in strategic planning How companies build profitable relationships with their customers How key account management actually works What it takes to be a successful key account manager, including the skills that are required. The book draws on 12 years of research at Cranfield Business School as well as the experiences the authors have gained from their work at the highest levels with (probably) more key and strategic account managers worldwide than any other leading advisors.
Developing successful business-to-business relationships with more customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. Key Account Management (KAM) is the generally accepted term for the process behind such B2B relationships.
Well-established executive text:First published as Key Customers in 2000 and revised in 2007 as Key Account Management, the Definitive Guide,the first and second editions of this book sell, on average 2500 copies per annum Practical and authoritative: Provides a host of practical tools, tips, and checkpoints for reader interaction, all backed by a substantial amount of research to give confidence and credibility. International appeal: The topic itself has no geographical borders and the authors sell the book corporately on an international basis. It is heavily illustrated with international case studies with examples from: Siemens, Proctor & Gamble, Nokia, Inter Tech, General Motors, Hewlett Packard
About the Author
Professor Malcolm McDonald was recently cited as one of the top marketing gurus in the world, along with Philip Kotler and Michael Porter and, in a 2006 Times HE piece, he was named as one of the top ten consultants in the UK. He is now Emeritus Professor at Cranfield University School of Management where, until recently, he was Professor of Marketing and Deputy Director. Formerly Marketing Director of Canada Dry, he is Chairman of six companies and works with many of the operating boards of the worlds biggest multinationals on every continent. He is the author of over 40 books, many of which have been translated into several foreign languages and has published hundreds of articles and papers. Although retiring from his teaching role, Malcolm continues to research and teach at Cranfield and other universities around the world and to promote himself via speaking engagements, visiting lectures, and consultancy. Diana Woodburn is a world-leading authority in key account management and key customer relationships, and probably knows more about KAM than anyone else in the UK and further afield. She has researched, developed and taught KAM since 1997, at Cranfield School of Management and elsewhere. Her range of sectors, countries and marketing specialisms is unusually broad, giving her a deep understanding of the business issues faced in implementing strategies as well as formulating them. Diana spearheaded Cranfields and Warwicks initiatives in Key/Strategic Account Management, including research programmes, seminars and the practitioner forums, Cranfields KAM Best Practice Research Club and Warwicks Strategic Sales and Customer Management Network. She has written reports, articles and co-authored two books on KAM with Professor Malcolm McDonald. Dianas depth and breadth of practical experience enables her to bridge the gap between theory, reality and vision for practitioners. She has lived, worked and taught over 3,000 KAM practitioners all over the world and is Cranfields KAM Course Director, designing and delivering Cranfields dedicated programmes in KAM on their behalf. Diana has led programmes and consultancy for an eclectic range of blue-chip companies and organisations: Abbey National, Actavis, Addleshaw Goddard, AECOM, Atisreal/BNP Paribas, AXA, BAX Global, Capgemini, Chevron/Texaco, CODA/Agresso, DTC (De Beers), ECITB (Engineering and Construction Industry Training Board), Dublin Institute of Technology, EMC, Halcrow Group, Hays Group, IMI Group, Janssen-Cilag, Key Industrial Equipment, Kroll, Liverpool Victoria, Lloyds Banking Group, Logical, Lundbeck, Manchester Airpports, Network Rail, Norbord, Norwich Union, Oracle, Panalpina, Pilkington, PM Group, RAC, SABMiller, SCA, Scottish Widows, Sidel, Sigma Kalon, Standard Life, Tarmac, Tetra Pak, Tribunals Service, Unipart Logistics, Volex, Zenopa, Zurich.