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Handbook Of Strategic Account Management - A Comprehensive Resource (Cód: 9396669)

Wilson,Kevin; Woodburn,Diana

John Wiley & Sons

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Descrição

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 Naude Olavi Uusitalo Noel Capon Antonella La Rocca Jukka Ojasalo Tom Vanderbiesen Simon Croom Sylvie Lacoste Catherine Pardo Stefan Wengler Osman Gok Nikala Lane Nigel Piercy Kevin Wilson Paolo Guenzi Regis Lemmens Michael Pusateri Diana Woodburn Stephan Henneburg Tommi Mahlamaki Jakob Rehme John Workman Sue Holt Malcolm McDonald Sanjiy Sengupta George Yip Christian Homburg Florin Mihoc Christoph Senn Judy Zolkiewski '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 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.

Características

Peso 1.24 Kg
Produto sob encomenda Sim
Marca John Wiley & Sons
I.S.B.N. 9781118509081
Referência 024804121
Altura 25.32 cm
Largura 17.88 cm
Profundidade 4.14 cm
Idioma Inglês
Acabamento Capa dura
Cód. Barras 9781118509081
Ano da edição 2014
AutorWilson,Kevin; Woodburn,Diana