Handbook of Strategic Account Management: A Comprehensive Resource - Hardcover

Wilson, Kevin; Woodburn, Diana

Hardcover

ISBN 10: 1118509080 ISBN 13: 9781118509081

Publisher: Wiley, 2014

Synopsis

A compilation of the established knowledge in strategic account management

While companies and academics expend tremendous effort on mass marketing, they often overlook their immediate customers (which are critical in both senses) and hence the importance of strategic account management (SAM). This handbook is a compilation of papers that present researched knowledge of SAM across the academic community which fills a void in the existing academic literature. Handbook of Strategic Account Management identifies drivers of the SAM approach, key issues and success factors, operational needs and areas still awaiting exploration. Each paper includes an overall referenced summary of the tenets of SAM relevant to the area it reports, and together with the combined list of references, it creates an indispensable resource for academic readers, students, and researchers.

Handbook of Strategic Account Management is written by over 40 knowledgeable experts with substantial experience of SAM from teaching, researching, writing and advising companies on why and how it works, spread widely across Europe and the US. It represents the balanced, researched body of knowledge in SAM and will be an invaluable resource to anyone exploring the approach, whether for a student thesis, for original research or for answers on how to approach SAM as a company initiative.

"Today’s strategic, key and global account management professionals owe thanks to a small community of academic researchers who, over the past three decades have been pioneers in identifying, cataloguing and analyzing the selling and business management practices of an emerging profession we now call strategic account management.  This Handbook is an important milestone to mark SAM’s still evolving impact on corporate business strategies and its ever-increasing relevance as a proven engine for growth in business-to-business strategic customer relationships."

Bernard Quancard,President & CEO of SAMA (US-based Strategic Account Management Association with over 3,000 members worldwide)

Yana Atanasova                Bjorn Ivens                         Toni Mikkola                    Ivan Snehota
Audrey Bink                      Ove Jensen                         Stefanos Mouzas             Kaj Storbacka
Per-Olof Brehmer              Robert Krapfel                     Peter Naudé                    Olavi Uusitalo
Noel Capon                       Antonella La Rocca              Jukka Ojasalo                  Tom Vanderbiesen
Simon Croom                    Sylvie Lacoste                    Catherine Pardo                Stefan Wengler
Osman Gök                       Nikala Lane                        Nigel Piercy                       Kevin Wilson
Paolo Guenzi                     Régis Lemmens                  Michael Pusateri                Diana Woodburn
Stephan Henneburg           Tommi Mahlamäki               Jakob Rehme                    John Workman
Sue Holt                           Malcolm McDonald               Sanjiy Sengupta               George Yip
Christian Homburg             Florin Mihoc                       Christoph Senn                 Judy Zolkiewski

 

About this title

From the Back Cover

Strategic account management (SAM) is a difficult, fascinating, highly topical and enduring field that has so far attracted the attention and interest of a limited number of academics, much less than it deserves.  It is a distinctive and important domain of business that needs to have a place in the mind of academics as substantial as the attention it attracts in companies. 

Some academics claim that key strategic account management (KSAM) is just part of relationship marketing, and while it owes a great deal to that stream of thinking, there is much that is different: lumping them together is very misleading. 

At the same time, sales research literature contributes some valuable ideas to KSAM, but that generally assumes a substantial quantity of unconnected customers and opportunities: it is quite the reverse in KSAM, where opportunities are far fewer, bigger, wide-reaching, linked to the past and the future, critical, and often demanding of significant change in the supplier’s business. Also intrinsic to KSAM is its impact on the internal organisation and the rest of the company, to which neither relationship marketing nor sales research gives much consideration.

The Handbook of Strategic Account Management is a unique and comprehensive collection of the current body of knowledge in KSAM that gives the most up-to-date and complete review of established knowledge in the field, while separating genuine knowledge from opinion and myth.

The book will prove to be an invaluable resource for students, lecturers and researchers in strategic account management, as well as serious practitioners. 

From the Inside Flap

“Today’s strategic, key and global account management professionals owe thanks to a small community of academic researchers who, over the past three decades, have been pioneers in identifying, cataloguing and analyzing the selling and business management practices of an emerging profession we now call strategic account management.  This Handbook is an important milestone to mark SAM’s still-evolving impact on corporate business strategies and its ever-increasing relevance as a proven engine for growth in business-to-business strategic customer relationships.”
—Bernard Quancard, President & CEO, Strategic Account Management Association

“Key strategic account management is challenging, but when properly implemented, it can deliver significant benefits to both a company and its customers. This Handbook draws together the existing body of knowledge on the subject and makes it accessible so we can apply the concepts with confidence. It’s going to be a very valuable resource for practitioners as well as academics.”
—Henrik Hauggaard, Vice President Sales Management, Tetra Pak International

“This book is a vital source of insight and ideas in a key area for management.”
—Professor David Ford, Emeritus Professor of Marketing at Bath University, Affiliate Professor at KEDGE Business School, Bordeaux and longtime member of the IMP (Industrial Marketing and Purchasing) Group

Edition details

• Publisher: Wiley
• Publication date: 2014
• ISBN 10: 1118509080
• ISBN 13: 9781118509081
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 648