- Understand the balance between achieving growth through the development of key accounts and serving key accounts, without letting costs become prohibitive
- Implement best practice in key account management in a confident and successful manner through a highly practical, step-by-step approach
- Benefit from rich learning features, including mini-cases, narratives, examples, diagrams, and visually represented models
- Online resources: include a bonus chapter, case studies, self-test questions, figures and tables, a template for creating your own KAM plan and suggested further reading
- Written by authors with over 20 years experience researching, teaching and consulting on key account management
Malcolm McDonald on Key Account Management
Understand the essentials of Key Account Management through this clear, concise and no-nonsense guide.
Key features at a glance
EAN: 9780749480776
Edition: 1
Published:
Format: 235x155
248 pages
About the book
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.
About the authors
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.
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.
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