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Publications

BOOKS

THE HIGH PERFORMING KEY ACCOUNT MANAGER

Creating sustained value with strategic customers 

2025 The High-Performing Key Account Man

IMPLEMENTING KEY ACCOUNT MANAGEMENT 

Designing customer-centric, processes for mutual growth

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FROM SELLING TO CO-CREATING

New trends,practices and tools to upgrade your sales force 

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SALES 
MANAGEMENT 

Strategy, process and practice 

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SCIENTIFIC ARTICLES

KEY ACCOUNT MANAGEMENT

Transitioning to artificial intelligence-based key account management: A critical assessment. Industrial Marketing Management. 2025. vol. 126, 72-84.

Lateral collaboration and boundary-spanning from a global leadership perspective: The case of global account managers. Journal of World Business. 2022, 57 vol 3, 1-15

Which resources and capabilities underpin strategic key account management? Industrial Marketing Management, 2018, vol 75, 160-172.

Implementing key account management: Intraorganizational practices and associated dilemmas. Industrial Marketing Management, 2014, 43(2), pp. 1216-1224

ARTICLES

Artificial Intelligence in strategic account management: applications, benefits and risks. Velocity, vol. 25, issue 3, 2023

The strategic account manager as value creator: Developing approaches to create and deliver   customer value. Velocity, vol. 25, issue 2. 2023

STRATEGIC SALES AND SALES MANAGEMENT AND NEGOTIATION 

Reclaiming the contingent nature of the determinants of sales person performance: an extended meta-analysis. Journal of Personal Selling & Sales Management, 2023, 1-18.

The interplay between objective and subjective measures of sales person performance: towards an integrated approach Journal of Personal Selling and Sales Management, 2022, 1-16

The strategic account manager as a team builder: fostering alignment across boundaries.   Velocity, issue 1, 2023.

The strategic account manager as a strategist: defining the approach to transform your key customer’s business. Velocity, vol 24, issue 3. 2022

The transformation of professional selling: implications for leading the modern sales organization. Industrial Marketing Management, 2018, vol 69, pp. 198-208

Buyer-supplier relationship decline: A norms-based perspective. Journal of Business Research 2017, Vol 76, pp. 14-23. 

Redefining the relationship between sales and marketing: Lessons from the SaaS and software sector. Cranfield School of Management, Cranfield Executive Development. Bedford, UK.

The view from across the table (or screen): Effective behaviours in strategic negotiations. Cranfield School of Management, Bedford, UK.

The Strategic Account Manager as a value-based negotiator: Designing negotiation processes to enhance mutual value in deals with Strategic Accounts. Velocity. Vol. 26, issue 1. 2024

VALUE CO-CREATION

Marcos-Cuevas, J., Nätti, S. Palo, T., Baumann, J. Value co-creation practices and capabilities: Sustained purposeful engagement across B2B systems, Industrial Marketing Management, 2016, vol. 56, pp. 97-107

Prior, D.D., Marcos-Cuevas, J. Value co-destruction in interfirm relationships: The impact of actor engagement styles. Marketing Theory, 16 (4) pp. 533–552.

Marcos, J. Critten, P., Squire, P., Speakman, I. Enhancing the Professional Mindset of Selling: The Case of the Sales Transformation Program. Journal of Marketing Education. 2014, 36(2), 144-155

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