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Implementing Key Account Management

Implementing Key Account Management

Designing Customer-Centric Processes for Mutual Growth

Mark Davies, Sue Holt, Rodrigo Guesalaga, Javier Marcos


Equip yourself with the tools, frameworks and approaches needed to successfully deploy key account management programmes.

Available to pre-order from 3rd May 2018
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About the book

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.

Table Of Contents

    • Chapter - 01: Introduction to Implementing Key Account Management;
  • Section - ONE: Re-engaging Strategic Customers;
    • Chapter - 02: Adopting Key Account Management;
    • Chapter - 03: Building Customer Understanding and Value Planning;
    • Chapter - 04: Measuring KAM Performance and Developing Customer Relations;
  • Section - TWO: Developing Winning Offerings;
    • Chapter - 05: Creating Compelling Value Propositions for Customers;
    • Chapter - 06: Co-Creating Value with Strategic Customers;
  • Section - THREE: Designing Customer-Centric Approaches and Processes;
    • Chapter - 07: The Role of Key Account Managers and Key Account Teams;
    • Chapter - 08: Determining KAM Structures, Policies & Processes;
    • Chapter - 09: Measuring and Incentivising KAM;
    • Chapter - 10: KAM and Procurement;
    • Chapter - 11: International Key Account Management;
  • Section - FOUR: Assessing Your KAM Program – A Framework;
    • Chapter - 12: The KAM Implementation Framework

Book Details

  • EAN: 9780749482756
  • Edition: 1
  • Published: 3rd August 2018
  • Paperback
  • Format: 240x170
  • 256 pages

About the Author

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. He is a member of the editorial board for the Journal of Business and Industrial Marketing and Journal of Business Market Management, and counsels the Circle of Marketing at Icare, Chile.

Sue Holt is Director of the Cranfield School of Management's flagship Open Programme on KAM.

Javier Marcos has designed and delivered programmes globally for clients such as Barclays, Cap Gemini, GKN Aerospace, Rolls-Royce and Unilever.

Mark Davies

Sue Holt

Rodrigo Guesalaga

Javier Marcos