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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 Naude ?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 Goek 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 Mahlamaki, 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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