TY  - BOOK
AU  - McDonald,Malcolm
AU  - Rogers,Beth
TI  - Malcolm McDonald on key account management
SN  - 9780749480776 (pbk.)
U1  - 658.8102 23
PY  - 0000///Kogan Page Limited,
PY  - 2017///
CY  - London, United Kingdom
PB  - New York, NY
KW  - Marketing
KW  - Key accounts
KW  - Selling
N1  - Includes bibliographical references and index; 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
ER  -