v Contents Foreword by Professor Malcolm McDonald ix Acknowledgements xi Preface xiii Preface to the fifth edition xv About the author xvii And it was all going so very well... xix Pa r T O N E Definitions and purpose 01 02 03 04 05 1 The key account approach 3 10 Why Key Account Management? The spectrum of KAM ambition What is a key account? 24 17 What is Key Account Management? 30 Pa r T T WO Analysis: opportunity and value 06 07 41 Knowing the market, knowing your value Knowing the people, knowing your value 43 58 Pa r T T H r E E Relationship management 08 09 10 67 From `bow-ties' to `diamonds' 69 94 Decision mapping and contact strategies The good, the bad, the sad and the ugly 117