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.
