Malcolm McDonald on key account management - McDonald, Malcolm; Rogers, Beth, 1957- (London, United Kingdom ; New York, NY, 2017)
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.
Includes bibliographical references and index.
Keywords: Marketing -- Key accounts; Selling -- Key accounts