Format: Trade Paperback
Dimensions: 9.45 × 7.09 × 0.39 in
Published: December 19, 2006
The following ISBNs are associated with this title:
ISBN - 10: 0750662468
ISBN - 13: 9780750662468
About the Book
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 analyzing how key accounts really work in detail the authors create the tools that the reader will need in the marketplace.
Table of Contents
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.
From the Publisher
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.
* 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
From the Jacket
Developing successful business-to-business relationships with more
customers in highly competitive markets requires processes and
skills that go beyond traditional selling activity. The very best
state-of-the-art strategies are set out clearly in this book by
internationally known authors who have worked at the highest levels
with more key and strategic account managers worldwide than
probably any other leading advisors.Based on the hugely influential
Key Customers it looks at:
· Why has key account management become so critical to commercial
· What are the key challenges and how do successful companies
· What part does key account management play in strategic
· How do companies build profitable relationships with their
· How does key account management actually work?
· What does a successful key account manager look like and what
skills does he/she need?
By addressing these key questions McDonald and Woodburn provide
tools and processes for success honed by tough consultancy projects
with the boards of some of the world''s leading companies. The book
stresses the elements that really matter- from developing a
customer categorization system that really works and analyzing the
needs of key accounts; to understanding the new skills required by
key account managers and ensuring that key account plans are
implemented. The ''real world'' approach is backed by tested
principles and the latest research from the renowned Cranfield
School of Management.
Key Account Management comes from authors who have taught leading
companies how to approach their most powerful and demanding
customers and still make money. It is essential reading for all
senior management with strategic responsibility, for key or
strategic account directors, and for marketing and sales
executives. The clear and authoritative approach also makes it an
outstanding text for the serious MBA and executive student.
About the Author
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.