- Paperback: 416 pages
- Publisher: Butterworth-Heinemann; 2 edition (13 Nov 2006)
- Language English
- ISBN-10: 0750662468
- ISBN-13: 978-0750662468
- Product Dimensions: 24.5 x 19 x 2.3 cm
- Amazon Bestsellers Rank: 293,334 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
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.
Based on best practice from major companies globally there is no more definitive overview of this critical business to business strategy for sales and marketing managers and serious students in business and marketing.
* Written by one of the world's leading research teams into business-to-business marketing and key account management
* A hands-on approach with exercises and real-life case studies from which to draw insight
* Extensively revised to take in the latest empirical data and research developed from working with some of the world's leading companies
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.
Based on best practice from major companies globally there is no more definitive overview of this critical business to business strategy for sales and marketing managers and serious students in business and marketing.
* Written by one of the world's leading research teams into business-to-business marketing and key account management
* A hands-on approach with exercises and real-life case studies from which to draw insight
* Extensively revised to take in the latest empirical data and research developed from working with some of the world's leading companies
About the Author
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
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First Sentence
Back in 1996, the authors started a research club in Cranfield University School of Management because it was obvious even then that the power had been transferred from suppliers to customers. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Back in 1996, the authors started a research club in Cranfield University School of Management because it was obvious even then that the power had been transferred from suppliers to customers. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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