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Handbook of Strategic Account Management
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Table of Contents

Acknowledgements vii

The editors ix

About this book xi

Key strategic account management: where are we now? 1
Editors Woodburn and Wilson

Section 1: Strategic dimensions of KSAM 35

Making the case for managing strategic accounts 37
Capon and Mihoc

Drivers for key account management programmes 53
Brehmer and Rehme

KSAM as an organizational change: making the transition 77
Woodburn

Switching costs in key account relationships 103
Sengupta, Krapfel and Pusateri

The strategic buyer: how emerging procurement strategies may support KAM/SAM relationships 115
Croom

Social and ethical concerns in strategic account management: emerging opportunities and new threats 141
Piercy and Lane

Section 2: Value creation through KSAM 169

Value in strategic account management 171
La Rocca and Snehota

Value dimensions and relationship postures in dyadic ‘key relationship programmes’ 191
Henneberg, Pardo, Mouzas and Naudé

‘Vertical coopetition’: the key account perspective 205
Lacoste

Key account management in business markets: an empirical test of common assumptions 227
Ivens and Pardo

Strategic account plans: their crucial role in strategic account management 245
McDonald and Woodburn

Using customer profitability and customer lifetime value to manage strategic accounts 267
Lemmens and Vanderbiesen

Section 3: Developing KSAM programmes 287

A configurational approach to strategic account management effectiveness 289
Homburg, Workman and Jensen

The appropriateness of the key account management organization 317
Wengler

Organizational structures in global account management 337
Yip and Bink

Strategic account management programmes: alignment of design elements and management practices 355
Storbacka

Global customer team design: dimensions, determinants and performance outcomes 379
Atanasova and Senn

Key accountization at Bosch Automotive Aftermarket Italy: managing and implementing a strategic change 405
Guenzi

Section 4: Operationalizing KSAM 419

Recent developments in relationship portfolios: a review of current knowledge 421
Zolkiewski

Account portfolio management: optimizing the customer portfolio of the firm 441
Gök

Strategic account management processes at corporate, relationship and annual level 461
Ojasalo

Developing strategic key account relationships in business-to-business markets 495
Wilson

The role of the key/strategic account manager 515
Wilson and Holt

The influence of personality on the job performance of strategic account managers 539
Mahlamäki, Uusitalo and Mikkola

References 555

Author profiles 605

Index 615

About the Author

Diana Woodburn researches, writes, teaches and consults in Key/Strategic Account Management. She started exploring the subject in 1997, and in 1998 she set up Cranfield's KAM Best Practice Club with Professor Malcolm McDonald, with whom she wrote Key Account Management: The Definitive Guide (3 rd edition 2011). She has taught thousands of key account managers and directors about KSAM and developed much of the teaching material used in the subject. Her prior career in marketing covered a wide range of sectors and continents. Kevin Wilson is a Professor of Marketing at Kedge Business School in Bordeaux where he holds the Chair of Selling and Client Relationships. He is a researcher, writer and presenter of over twenty years standing in the field of strategic account management, a past board member of the Strategic Account Management Association (SAMA) and a founder of the Sales Research Trust. He has published over 70 academic and practitioner articles and two books on the subject, Harnessing Global Potential for SAMA (2000) and Successful Global Account Management Wiley, (2002). Contributors: Yana Atanasova, Audrey Bink, Per-Olof Brehmer, Noel Capon, Simon Croom, Osman Gok, Paulo Guenzi, Stephen Henneburg, Sue Holt, Christian Homburg, Bjorn Ivens, Ove Jensen, Robert Krapfel, Antonella La Rocca, Sylvie Lacoste, Nikala Lane, Regis Lemmens, Tommi Mahlamaki, Malcolm McDonald, Florin Mihoc, Toni Mikkola, Stefanos Mouzas, Peter Naudc, Jukka Ojasalo, Catherine Pardo, Nigel Piercy, Michael Pusateri, Jakob Rehme, Sanjit Sengupta, Christoph Senn, Ivan Snehota, Kaj Storbacka, Olavi Uusitalo, Tom Vanderbiesen, Stefan Wengler, Kevin Wilson, Diana Woodburn, John Workman, George Yip, Judy Zolkwieski

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