Key Account Management

The Definitive Guide

Malcolm McDonald, Diana Woodburn

410 pages, parution le 15/11/2006 (2^eme édition)

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Résumé

This book combines thoroughly field-tested knowledge delivered in a carefully developed step-by-step format. Both the manager and student will be able to build understanding and a key account by the end of it.

By analysing how key accounts really work in detail the authors create the tools that the reader will need in the marketplace. Equally it gives a clear picture of why KAM must be an important element of the corporate strategic plan.

Based on best practice from major companies globally there is no more definitive overview of this critical business to business strategy for sales and marketing managers and serious students in business and marketing.

Features & Benefits

Written by one of the world's leading research teams into business-to-business marketing and key account management
A hands-on approach with exercises and real-life case studies from which to draw insight
Extensively revised to take in the latest empirical data and research developed from working with some of the world's leading companies

Existing chapter: Why Key Account Management?; The origins of KAM; Key Relationship Development; The Buyer Perspective;New Chapters: Key Account Profitability; Selecting Key Accounts; Categorising Key Accounts; Key Account Analysis; Planning for Key Accounts; Skills for KA Managers; IT and KAs; Organising for KAs; Implementing KA Plans.

L'auteur - Malcolm McDonald

Professor Malcolm McDonald MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

L'auteur - Diana Woodburn

Diana Woodburn : Director, Marketing Best Practice and Visiting Research Fellow, Cranfield School of Management

Sommaire

The crucial role of key account management
Selecting and categorizing key customers
Relationship stages
Developing key relationships
The buyer perspective
Key account profitability
Key account analysis
Planning for key accounts
Processes - making key account management work
The role and requirements of key account managers
Organizing for key account management
The origins of key account management

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Butterworth-Heinemann
Auteur(s)	Malcolm McDonald, Diana Woodburn
Parution	15/11/2006
Édition	2^eme édition
Nb. de pages	410
Format	19 x 25
Couverture	Broché
Poids	800g
Intérieur	Noir et Blanc
EAN13	9780750662468
ISBN13	978-0-7506-6246-8