Handbook of Strategic Account Management: A Comprehensive Resource

The editors

Diana Woodburn, BSc MSc MBA PhD

Diana Woodburn is a key/strategic account management (KSAM) specialist, who has been a major influence on Cranfield University School of Management's initiatives in KSAM since 1997. In 1998 she founded Cranfield's KAM Best Practice Club with Professor Malcom McDonald, which is still running today, and in 2000 she established Marketing Best Practice (MBP), a consultancy that became entirely dedicated to KSAM work, not only teaching and developing people (about 3,000 key account managers and company directors) but also helping companies develop their KSAM programmes and processes.

Working through MBP and Cranfield as a Visiting Fellow, Diana has taught KSAM in numerous diverse sectors all over the world, in major change programmes for global companies and focused support for national companies. At the same time, she has conducted research projects into poorly understood but critical areas of KSAM, resulting in a series of substantial reports and new concepts with theoretical underpinnings and practical applications. Together with Professor Malcolm McDonald, Diana has written one of the most popular books on KAM, Key Account Management: The Definitive Guide, as well as a quantity of shorter reports and articles.

Before becoming an academic/consultant, Diana's career spanned most aspects of marketing, several B2B sectors and four continents. She graduated from Manchester University with a 1st Class Honours BSc and MSc in biological chemistry. ...