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Implementing Key Account Management

Designing Customer-Centric Processes for Mutual Growth

Equip yourself with the tools, frameworks and approaches needed to successfully deploy key account management programmes.
EAN: 9780749482756
Edition: 1
Published:
Format: 239x169
352 pages

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.

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.


The authors have a proven record of developing and delivering leadership in key account management theory and practice. This book will be really useful to any business leader looking for practical insight into how to grow business relationships and commercial outcomes with their largest, most complex accounts.

Paul Wilson, Commercial Account Director, Pfizer – KAM Centre of Excellence