Malcolm McDonald, Beth Rogers

Malcolm McDonald on Key Account Management

• Broschiertes Buch

Produktbeschreibung

Understand the essentials of Key Account Management through this clear, concise and no-nonsense guide.

Produktdetails

• Verlag: Kogan Page Ltd
• Seitenzahl: 248
• Erscheinungstermin: 28. August 2017
• Englisch
• Abmessung: 234mm x 156mm x 14mm
• Gewicht: 388g
• ISBN-13: 9780749480776
• ISBN-10: 0749480777
• Artikelnr.: 47358683

Autorenporträt

Malcolm McDonald, Beth Rogers

Inhaltsangabe

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;