Malcolm McDonald on Key Account Management

1. Auflage 2017
ISBN: 978-0-7494-8077-6
Verlag: Kogan Page

Buch, Englisch, 248 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 383 g

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.

Autoren/Hrsg.

McDonald, Malcolm

Rogers, Beth

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

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;

Über Autor(innen)

McDonald, Malcolm
Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.

Rogers, Beth
Beth Rogers, BA, MBA, FCIM, PhD, PFHEA, is recognised internationally for her contribution to sales education. She was part of the original Cranfield research team on key account management in the 1990s, and has shared her expertise with companies and educational institutes across a variety of sectors and geographies including the USA, China, South Africa and Europe.

Formerly a business development manager in IT, Beth Rogers pioneered sales teaching methodology at Portsmouth Business School. She chaired the project board which developed National Occupational Standards for sales in the UK. She is a director of two organisations, and writes articles for business magazines on sales topics.

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.