Implementing Key Account Management: Designing Customer-Centric Processes for Mutual Growth

  • 5h 34m
  • Javier Marcos, Mark Davies, Rodrigo Guesalaga, Sue Holt
  • Kogan Page
  • 2018

Implementing Key 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.

About the Authors

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.

In this Book

  • Introduction to Implementing Key Account Management
  • Adopting Key Account Management
  • Building Customer Understanding and Value Planning
  • Developing Customer Relationships
  • Creating Compelling Customer Value Propositions
  • Co-Creating Value with Key Customers
  • The Role of the Key Account Manager and the KAM Team
  • Measuring KAM Performance
  • Motivating, Incentivizing and Rewarding for KAM
  • KAM and Procurement: The Buyer's Perspective and Value-Based Negotiation
  • International Key Account Management
  • The KAM Framework
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