Woodburn / McDonald Key Account Management

The Definitive Guide, Revised and Updated
3rd Auflage, Revised and Updated
ISBN: 978-0-470-97473-5
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 496 Seiten, E-Book

"This book is crammed with distilled, practical wisdom for keyaccount managers and their directors. Organizations claiming topractise key account management should equip everyone involved witha copy, so they really understand what they are supposed to bedoing. Anything less is just old-fashioned selling."
Developing successful business-to-business relationships withmore customers in highly competitive markets requires processes andskills that go beyond traditional selling activity. The very beststate-of-the-art strategies are set out clearly in this book byintentionally known authors who have worked at the highest levelswith more key and strategic account managers worldwide thanprobably any other leading advisors. Based on the hugelyinfluential KEY CUSTOMERS it looks at:
* Why has account management become so critical to commercialsuccess?
* What are the key challenges and how do successful companiesrespond?
* What part does key account management play in strategicplanning?
* How do companies build profitable relationships with theircustomers?
* How does key account management actually work?
* What does a successful key account manager look like and whatskills does he/she need?
* How should key account managers be evaluated and rewarded?
* How do companies achieve key account management?
By addressing these key questions Woodburn and McDonald providetools and processes for success honed by tough consultancy projectswith the boards of some of the world's leading companies. The bookstresses the elements that really matter - from developing acustomer categorization system that really works and analyzing theneeds of key accounts; to understanding the new skills required bykey account managers and ensuring that key account plans areimplemented. The 'real world' approach is backed by testedprinciples and the latest research from the renowned CranfieldSchool of Management.
Key Account Management comes from authors who have taughtleading companies how to approach their most powerful and demandingcustomers and still make money. It is essential reading for allsenior management with strategic responsibility, for key orstrategic account directors, and for marketing and salesexecutives. The clear and authoritative approach also makes it anoutstanding text for the serious MBA and executive student as wellas business-to-business company directors and key accountmanagers.

Autoren/Hrsg.

Woodburn, Diana

McDonald, Malcolm

Inhaltsverzeichnis

Foreword by Martin Lamb.
Acknowledgements.
The purpose of this book.
Before you read this book!
List of figures and tables.
1 The crucial role of key account management.
2 Selecting and categorizing key customers.
3 Relationship stages.
4 Developing key relationships.
5 The buyer perspective.
6 Key account profitability.
7 Key account analysis.
8 Planning for key accounts.
9 Processes - making key account management work.
10 The role and requirements of key account managers.
11 Performance and rewards in KAM.
12 Organizing for key account management.
13 Transitioning to KAM.
Further reading.
Integrated fast track.
Mini-cases.
Index.

Über Autor(innen)

Diana Woodburn
BSc MSc MBA FCIM
Diana is the Managing Director of Marketing Best Practice, a Visiting Fellow at Cranfield School of Management and Associate Fellow at Warwick Business School. In 1998, together with Malcolm McDonald, she founded Cranfield's KAM Best Practice Research Club of blue-chip companies, which has proved a major driving force in understanding and advancing KAM. An exceptionally experienced practitioner, she has developed the key account management capabilities of leading companies and about three thousand of their people worldwide, through consultancy, teaching, coaching and writing. She has created some of the most popular concepts and tools in KAM in use today.
Email: [e-mail]
Malcolm McDonald
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA
Malcolm is Emeritus Professor of Marketing at Cranfield University School of Management, where he was until recently Deputy Director. Formerly Marketing and Sales Director of Canada Dry, he is the author of forty three books, including the best seller, Marketing Plans: How to prepare them, how to use them. He is Chairman of six companies and works with the operating boards of major companies all over the world, particularly helping them to take profitable advantage of the opportunities afforded by the growing number of big, powerful customers. Together with Diana Woodburn at Cranfield, he has been researching best practice in key account management for over a decade. He is also a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools
Email: [e-mail]