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.
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;
