Diana Woodburn BSc, MSc, MBA, FCIM

Cranfield School of Management

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Dr. Diana Woodburn

Visiting Fellow

BSc MSc MBA PhD FCIM Chartered Marketer

Diana Woodburn


  • Strategic/Key account management
  • B2B marketing
  • B2B2C marketing

Diana is a strategic/key account management (SAM/KAM) specialist, who has been a major influence on Cranfield's initiatives in KAM since 1997, including implementing research programmes to develop new concepts and tools, teaching on open and dedicated courses, conducting seminars to generate knowledge, and writing books and articles on SAM/KAM, plus launching and managing Cranfield’s KAM Best Practice Research Club.

Diana’s working career gave her very broad practical experience in B2B and B2B2C marketing and SAM/KAM. She graduated from Manchester University with a 1st Class Honours BSc and MSc in biological chemistry and started work in heavy industry, later moving on to lighter industry, consumer goods and services. Indeed, her range of sectors, countries and marketing specialisms is unusually broad, giving her a deep understanding of the business issues faced in implementing strategies as well as formulating them.

Diana’s PhD is one of the very few focused on SAM/KAM, and she continues to be involved in both the theory and the practice of SAM/KAM. She designs and leads programmes for an eclectic range of blue-chip companies and organisations at different startpoints in their KAM initiatives, right from the beginning through to companies that have been practising KAM for many years. Diana addresses both the needs of the individuals and the organisation as a teacher and consultant.

Together with Professor Malcolm McDonald, Diana has written one of the most popular books on KAM 'Key account management: The definitive guide', now in its third edition, as well as numerous shorter reports and articles.

Books by Diana Woodburn

Management Themes

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