Description
Book SynopsisProfessor 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.
Trade Review"Soundly based on accepted theory, this book represents an inestimable practical guide to key account management. As a rare collection of wisdom and insight into KAM, it has great value for practitioners and students, and is highly recommended for those aiming for the AKAM Diploma. Malcolm McDonald and Beth Rogers were among the very first in the UK to acknowledge and research KAM, making important contributions to this professional discipline which is still poorly understood by most companies." * Dr Diana Woodburn, Chairman of the Association for Key Account Management *
"This book is an up-to-date and comprehensive piece of knowledge on key account management. The solid frameworks and practical insights it contains, together with the expertise and passion of the authors, offer the reader an engaging learning tool for successful KAM." * Dr Rodrigo Guesalaga, Director of the KAM Best Practice Research Club, Cranfield University *
"I found this book to be integrating and interesting as it offers some new insights into Key Account Management. I believe that this book is a 'must read' for anyone who is working as a Key Account Manager or who is planning to introduce KAM into their organisation." * Dr Kenneth Le Meunier-FitzHugh, Senior Lecturer in Marketing, University of East Anglia *
"Key account management has become increasingly critical to business success. A great combination of key account theory and practice, this book is a must-read for all business leaders." * Nick Porter, Chairman of the Association of Professional Sales *
Table of Contents
- 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;
