cranfield institute profitably management

books:

Key Account Management
Malcolm/ Woodburn, Diana McDonald

Butterworth-Heinemann, 2006

Key Customers: How to Manage Them Profitably (Chartered Institute of Marketing)
Malcom H. B. McDonald, Beth Rogers, ...

Butterworth-Heinemann, 2000

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 ...

Key Account Management, Second Edition: The Definitive Guide
Malcolm McDonald, Diana Woodburn

Butterworth-Heinemann, 2006

This book combines thoroughly field-tested knowledge delivered in a carefully developed step-by-step format. Both the manager and student will be able to build understanding and a key account by the end of it. By analysing how key accounts really work in detail the authors create the tools that the reader will need in the marketplace. Equally it gives a clear picture of why KAM must be an important element of the corporate strategic plan. ...

Key Account Management (Cranfield Report)

1 review
Malcolm McDonald, Diana Woodburn

Financial Times Prentice Hall, 1999

A Good Read!
As supply chains get shorter, industries are consolidating and buyers are narrowing their lists of preferred suppliers. This means that suppliers must get closer to their customers and manage their critical accounts carefully. This thorough survey of key account management outlines all of the essentials. Author Peter Cheverton provides a good overview of analytical tools, sound advice on ...