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When: Saturday, May 21,2016 - 00:05 to Saturday, May 21,2016 - 02:05

KEY POINTS

  • Strategic account management (SAM) is done for strategic accounts (SA) where the accounts contribute a disproportionate share of firm revenue, and the company can put in efforts that make a difference and bring value to the client that they will pay for
  • It takes time and commitment to develop SAM. We send our general management sponsored by Johnson and Johnson to SMU’s management courses. This to build their competencies, where in the immediate term J&J get nothing back, but the managers get exposed to J&J and how it works
  • So how do you know when an account should be an SA?
    You must have in the long term a leading relative market share, and the quality of that share must be solid. It has to be resistant to tactical attacks
  • Strategic discussions should take place between CEOs

 

Gallery

When: Monday, Feb 22,2016 - 17:02 to Wednesday, Feb 24,2016 - 02:02

The fourth run since 2014, there is a total of 34 students selected to attend day 1 of the immersion programme, delivered exclusively by Professor Mark Ritson. The second day was attended by a total of 60 students, whom has benefited from the sharing of the HR managers from Louis Vuitton, Sephora and DFS.

 

In December 2015, a paper co-authored by Prof. Mukherjee (Singapore Management University) and Prof. Bonfrer (University of Queensland, Australia) was awarded both best paper in the marketing analytics track and best conference paper overall, in the annual Australia and New Zealand Marketing Academy Conference 2015, in Sydney. ANZMAC is the main marketing academic conference in Oceania. ANZMAC 2015 had over 500 paper submissions, from over 30 countries, with over 350 academic papers presented at the conference.

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