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ABOUT THIS BOOK
Malcolm McDonald on Key Account Management
£19.99

MALCOLM MCDONALD ON KEY ACCOUNT MANAGEMENT

PAPERBACK BY MCDONALD, MALCOLM; ROGERS, BETH

£19.99

ISBN
9780749480776
IMPRINT
KOGAN PAGE LTD
 
 
EDITION
PUBLISHER
KOGAN PAGE LTD
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
248 pages
PUBLICATION DATE
03 AUG 2017

DESCRIPTION

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.

CONTENTS

  • 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