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.
contributing authors:
| 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 |
- Login om te reageren