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Malcolm McDonald on Key Account Management (Paperback) (ISBN-13: 9780749480776)
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Malcolm McDonald
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Description
xMalcolm 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.Author: Malcolm McDonald, Drayton Bird
ISBN-10: 0749480777
ISBN-13: 9780749480776
Publisher: Kogan Page
Language: English
Published: 08/29/2017
Pages: 248
Format: Paperback
Weight: 0.78lbs
Size: 9.21h x 6.14w x 0.52d
By Malcolm McDonald
xProfessor 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.Recently Viewed Products
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