Implementing Key Account Management

Designing Customer-Centric Processes for Mutual Growth
1. Auflage 2018
ISBN: 978-0-7494-8275-6
Verlag: Kogan Page

Buch, Englisch, 352 Seiten, Format (B × H): 170 mm x 244 mm, Gewicht: 900 g

ImplementingKey Account Management is a highly practical handbook that guides readers through the realities of rolling out a functional key account management programme. The book offers an integrated framework for key account management (KAM) that businesses can use to design or further develop strategic customer management programmes, enabling them to overcome the obstacles that organizations often face when rolling out their strategies. Bringing together the experiences of leading experts within this field, Implementing Key Account Management draws on two decades of research and best practice from Cranfield University School of Management, one of the foremost centres for researcher and thought leadership in KAM. Between them, the authors have designed and delivered programmes globally for clients such as Rolls-Royce, Unilever, Vodafone, The Economist and many more. Rigorously researched, well-grounded and practical, this book is - quite simply - the definitive, go-to resource for implementing key account management programmes.

Autoren/Hrsg.

Marcos, Javier

Davies, Mark

Guesalaga, Rodrigo

Holt, Sue

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• • Chapter - 01: Introduction to implementing key account management;
• Section - PART ONE: Re-engaging strategic customers;
• • Chapter - 02: Adopting key account management;
  • Chapter - 03: Building customer understanding and value planning;
  • Chapter - 04: Developing customer relationships;
• Section - PART TWO: Developing winning offerings;
• • Chapter - 05: Creating compelling customer value propositions;
  • Chapter - 06: Co-creating value with key customers;
• Section - PART THREE: Designing customer-centric approaches and processes;
• • Chapter - 07: The role of the key account manager and the KAM team;
  • Chapter - 08: Measuring KAM performance;
  • Chapter - 09: Motivating, incentivizing and rewarding for KAM;
  • Chapter - 10: KAM and procurement: the buyer’s perspective and value-based negotiation;
  • Chapter - 11: International key account management;
• Section - PART FOUR: Assessing your KAM programme: a framework;
• • Chapter - 12: The KAM Framework;
  • Chapter - 13: Epilogue: Final word on implementing KAM from a global practitioner at Unilever Food Solutions;

Über Autor(innen)

Guesalaga, Rodrigo
Dr Rodrigo Guesalaga is a Professor of Marketing at the Universidad Alberto Hurtado, Chile. Previously, he was Dean of the School of Economics at Universidad Finis Terrae in Chile, Associate Professor and Director of the Strategic Sales Diploma at Pontificia Universidad Católica de Chile, and Senior Lecturer at Cranfield University, UK, where he led the Key Account Management Forum and the Sales Directors' Programme. He has also been invited to teach Universidad de los Andes in Chile, Vlerick Business School in Belgium, University of Eastern Finland, and University of Miami, US. He is the author of Implementing Key Account Management, also published by Kogan Page.

Holt, Sue
Sue Holt is the Director of Cranfield's flagship Open Programme on Key Account Management and is Co-Director of the Key Account Management Forum. Based in Cranfield, UK, she has over 20 years' experience in lecturing, research, and consultancy. She is also the author of Implementing Key Account Management, also published by Kogan Page.

Marcos, Javier
Javier Marcos is Professor of Strategic Sales Management and Negotiation at Cranfield School of Management, UK. Prior to his career in academia, he worked for Unilever in management positions in Spain and in the UK and was the Director of Custom Programmes, Executive Education, and Senior Faculty at the University Cambridge, Judge Business School. He is the author of Implementing Key Account Management, also published by Kogan Page.

Davies, Mark
Mark Davies is a Visiting Fellow for Cranfield School of Management, and a Chartered Marketer and Fellow of the Chartered Institute of Marketing. Based in Cranfield, UK, he is also Managing Director of Segment Pulse. As a practitioner, he has worked in the pharmaceutical and oil & gas industries, where he led large global and regional businesses and sales teams. He is also the author of Implementing Key Account Management, also published by Kogan Page.

Javier Marcos has designed and delivered programmes globally for clients such as Barclays, Cap Gemini, GKN Aerospace, Rolls-Royce and Unilever. Mark Davies acts as Visiting Fellow for Cranfield School of Management and facilitates the Cranfield KAM Best Practice Research Club. Rodrigo Guesalaga is Senior Lecturer at Cranfield School of Management, Associate Professor at Pontificia Universidad Católica de Chile, and Visiting Professor at Vlerick Business School. Sue Holt is Director of the Cranfield School of Management's flagship Open Programme on KAM.