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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.
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