Key Account Management: Learning from supplier and customer perspectives (Chartered Institute of Marketing)

Malcolm McDonald, Beth Rogers

ISBN 10: 075063278X / ISBN 13: 9780750632782

Editore: Butterworth-Heinemann 05/05/1998, 1998

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Dati bibliografici

• Titolo: Key Account Management: Learning from supplier and customer perspectives (Chartered Institute of Marketing)
• Editore: Butterworth-Heinemann 05/05/1998
• Data di pubblicazione: 1998
• Lingua: Inglese
• ISBN 10: 075063278X
• ISBN 13: 9780750632782
• Rilegatura: Brossura
• Condizione: Very Good

Descrizione articolo

Riassunto

Key account management is a natural development of customer focus and relationship marketing in business-to-business markets. It offers critical benefits and opportunities for profit enhancement to both sides of the seller/buyer dyad.

Based on extensive and unique research by Cranfield School of Management, Key Account Management presents a new framework for understanding the development of key account relationships. It incorporates a comprehensive guide to the current practice of key account management, and comments on the challenges for the future of key account management practice. The research was based on in-depth interviews with key account managers, their managers and their main contacts in the customer organization.

Addresses one of the key new areas in strategic marketing practice
Ideal for practitioners and students
Based on the unique expertise of the Cranfield Marketing Faculty

Recensione

"The pan-company model acts as a framework, but the real answers, as this excellent book demonstrates, are infinitely more complex. Marketing - creating and keeping customers - is a multi-dimensional task."
from the foreword by Steve Cuthbert, Director General, The Chartered Institute of Marketing

As always, Malcolm McDonald's writing is clear and timely. He may be a Professor and a Doctor of Philosophy, but he is also a manager writing for managers. This book is unique and covers ground that desperately needs attention. All managers should read this valuable guide.'
Professor John Saunders, Head, Aston Business School

'Key Account Management is rapidly becoming more important as purchasing power is increasingly concentrated in the hands of fewer, larger buyers. This timely book based on original research provides excellent strategic and tactical guidance and tools for marketing/sales directors as well as key account executives to enable them to manage their major customers more effectively.'
Mike Wilson, Director, Marketing Improvements Group, Plc