Reseña de Handbook of Strategic Account Management

Handbook of Strategic Account Management de Diana Woodburn & Kevin Wilson Resumen del Libro

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

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