Malcolm McDonald, Beth Rogers

Malcolm McDonald on Key Account Management (eBook, ePUB)

• Format: ePub

Produktbeschreibung

Malcolm McDonald on Key Account Management explores the challenges of winning, retaining and developing key accounts. Key accounts are customers who help their suppliers grow, and consequently, they wield significant power. Although they are the key to market share and revenue growth, the costs of serving key accounts can erode profitability unless they are thoroughly understood and managed.

Malcolm McDonald on Key Account Management takes a step-by-step approach to presenting best practice in key account management. Whether your business is starting up or well-established, there is always more to discover about improving the way value is created between you and your most important customers. Malcolm McDonald and Beth Rogers have spent over twenty years researching, teaching and consulting on key account management, and have condensed their knowledge into this book, focusing on making it clear, concise and easy to use.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 248
• Erscheinungstermin: 3. August 2017
• Englisch
• ISBN-13: 9780749480790
• Artikelnr.: 48866393

Autorenporträt

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.

Inhaltsangabe

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;