McDonald, Malcolm, <br/><br/>
Malcolm McDonald on key account management / 
Malcolm McDonald with Beth Rogers. 
 - 1st ed. 
 - London, United Kingdom ;  New York, NY :  Kogan Page Limited,  2017. 
 - xvi, 226 p. :  illustrations ;  24 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>Acknowledgements -- Introducing key account management -- The role of key accounts in achieving business growth -- Selecting the right key accounts -- Understanding buying decisions -- Key account plans -- Understanding account-based marketing -- People and skills for key account management -- Going global with key accounts -- The risks of key account management -- The future of key account management -- Appendix 1: The McDonald and Rogers 10 guidelines for profitable key account management -- Appendix 2: A quiz for key account managers -- Appendix 3: Important research articles on key account management -- Index. 
<br/><br/><label>ISBN: </label>9780749480776 (pbk.) 
<br/><br/><label>LCCN: </label>2017022502 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Key accounts.<br/>Selling--Key accounts.
<br/><br/><label>Dewey Class. No.: </label>658.8102  / MCD