Developing successful business-to-business relationships with more powerful 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 in a practical way that can be implemented in all organizations.
In particular 'Key Customers' looks at:
- why has key account management become so critical to commercial success?
- what are the key challenges and how do successful companies respond?
- why is it vital to understand the role of key account management in strategic planning?
- do you know what strategy your customer has for your company?
By addressing these key questions McDonald, Rogers and Woodburn draw out the business issues that really matter - from developing a customer classification system that really works, analysing the needs of key accounts, developing the skills of key account managers to how systems for implementing key account plans can be developed. Throughout the book the emphasis is on clarifying and articulating the key concepts to give the reader the tools to apply in the marketplace. The 'real world' approach is based on best practice from leading companies globally and the latest research from the renowned Cranfield School of Management.
'Key Customers' comes from authors with an international reputation in this field and is an essential guide to customer management for marketing and sales executives, and all senior management with strategic responsibility. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student.
CIM and Professional. Undergraduate and postgraduate students. Executive courses.
Why key account management?; The origins of key account management; Key relationship development; The buyer perspective; Defining and selecting key accounts; Key account analysis; Planning for key accounts and measuring profitability; Organizing for key account management; The key account manager; Processes for implementing key account management; Relationship development processes; Mini-cases with tutor's guides.
- No. of pages:
- © Butterworth-Heinemann 2000
- 4th July 2000
- eBook ISBN:
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.
Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK
Beth Rogers is Visiting Fellow at the Cranfield School of Management and a Chartered Maketer. She spent her early career with IBM and then worked as a management consultant for nine years before joining Logical Worlwide as Solutions Marketing Manager.
Solutions Marketing Manager, Logical Worldwide
Director, Marketing Best Practice and Visiting Research Fellow, Cranfield School of Management
CRM has been the other hot topic of the year, again with some outstanding books emerging, notably Malcolm McDonald's Key Customers. Marketing Business Dec/Jan 2001