Search results for ""Diana Woodburn" "Key Account Management""

Book SynopsisThis helpful text clearly sets out the very best, state-of-the-art strategies in key account management. The authors provide the tools and processes for successful KAM, from developing a customer categorization system that really works, to analyzing the needs of key accounts.Table of ContentsForeword 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.

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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;

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Book SynopsisProfessor Malcolm McDonald is Emeritus Professor at Cranfield & Honorary Professor at Warwick Business School. He is Chairman of six companies, and works with the operating boards of some of the world's leading multinationals. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them. Grant Oliver is MD at 90 Day Action Plan, and has over 20 years' experience in software and management consultancy. He has been interim IT director in the NHS, Finance Director of a software company, and Non-Executive Director of a Housing Association.Trade Review"Professor McDonald's research-based frameworks are timeless and universal and have been incredibly useful to both academics and practitioners around the world. This latest book on financially quantified value propositions continues to break new ground." * Philip Kotler, author, consultant and the S C Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University *"This book is both accessible and rigorous. It is a great read for everyone involved in buying or selling. Exploring how to quantify value propositions is a stimulating and highly beneficial endeavour. This is a timely contribution to understanding how to create differentiation and develop solid collaboration in fast-changing value chains." * Hervé Legenvre PhD, Director, Value Creation Observatory, The European Institute of Purchasing Management *"This is the first book I've read that offers a proven and time-tested formula for creating a value proposition. It's written in terms that both the experienced marketer and the layperson can understand and, more importantly, can implement and thereby gain substantial benefit." * Tom Poland, Chief Leadsologist, Leadsology *"Value propositions are simultaneously one of the most powerful ideas in business and one of the least understood and worst executed. In this book two leading authors show how to develop, use and profit from them." * Dr Diana Woodburn, Chairman, The Association for Key Account Management *"It is so refreshing to see a book focused on the impact good marketing can make on profit, since so much of today's marketing discussion is about digital tools, leads and nurture flows. Anchored in tried and tested techniques, such as needs-based segmentation, McDonald and Oliver's book is action oriented. Its tools and templates will help marketers create real value for their company and its customers." * Bev Burgess, Senior Vice President and ABM Practice Leader, ITSMA *"Finally, here is a book that explains clearly what the concept is and how to create a financially quantifiable value proposition! You can now communicate to your ideal customers why they should buy from you (unique differentiation), how you'll improve their situation (relevancy) and how they'll financially benefit, all in language that they understand. This book will shape your strategic marketing planning." * Stewart Barnes, Managing Director, QuoLux Ltd *"Value is one of the most talked about and least understood ideas in business today. This excellent book provides a comprehensive review of the main concepts and also provides a series of case studies to bring the ideas alive. Malcolm McDonald and Grant Oliver pool their extensive business knowledge and experience to bring clarity, helping to define what value means to us, our business and most importantly our customers." * Richard Ilsley, Managing Partner, Key Account Management Group *Table of Contents Chapter - 00: An important introduction – getting the best out of your value proposition; Chapter - 01: How financially quantified value propositions will make you richer; Chapter - 02: Quantifying the emotional elements of value propositions; Chapter - 03: What exactly is a financially quantified value proposition?; Chapter - 04: An overview of the value proposition process – where to start; Chapter - 05: Why it is critical to understand how key buying decisions are made; Chapter - 06: Which key accounts should you develop value propositions for?; Chapter - 07: Which segments should you develop value propositions for?; Chapter - 08: Understanding key account and segment needs before building a value proposition; Chapter - 09: Understanding our own asset base and capabilities; Chapter - 10: Developing value propositions; Chapter - 11: Creating and financially quantifying value propositions; Chapter - 12: Developing and presenting value propositions that resonate with customers; Chapter - 13: Value-celling – How to maximize value creation in supply chains; Chapter - 14: Financial analysis, value quantification tools and financial dashboards; Chapter - 15: Summary of the value proposition process

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