Professor Malcolm McDonald was formerly a Professor of Marketing and Deputy Director at Cranfield University School of Management and is now an Emeritus Professor. Based in the UK, he is also an Honorary Professor at Warwick Business School and the author of Malcolm MacDonald on Marketing Planning, also published by Kogan Page. Dr Beth Rogers was formerly a Business Development Manager at Portsmouth Business School and chaired project board developing National Occupational Standards for UK professional sales. Based in the UK, she is now the Director of two organisations and writes articles for business publications.
Section
01: Introducing key account management; Section
02: The role of key accounts in achieving business growth; Section
03: Selecting the right key accounts; Section
04: Understanding buying decisions; Section
05: Key account plans; Section
06: Understanding account
based marketing; Section
07: People and skills for key account management; Section
08: Going global with key accounts; Section
09: The risks of key account management; Section
10: The future of key account management; Section
Appendix 1: The McDonald and Rogers 10 guidelines for profitable key account management; Section
Appendix 2: A quiz for key account managers; Section
Appendix 3: Important research articles on key account management;
