Malcolm McDonald on Key Account Management

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."

• 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;