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

Wiley

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