"This book is crammed with distilled, practical wisdom for key account managers and their directors. Organizations claiming to practise key account management should equip everyone involved with a copy, so they really understand what they are supposed to be doing. Anything less is just old-fashioned selling." 
Developing successful business-to-business relationships with more 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 by intentionally known authors who have worked at the highest levels with more key and strategic account managers worldwide than probably any other leading advisors. Based on the hugely influential KEY CUSTOMERS it looks at: <ul>
<li>Why has account management become so critical to commercial success?</li> <li>What are the key challenges and how do successful companies respond?</li> <li>What part does key account management play in strategic planning?</li> <li>How do companies build profitable relationships with their customers?</li> <li>How does key account management actually work?</li> <li>What does a successful key account manager look like and what skills does he/she need?</li> <li>How should key account managers be evaluated and rewarded?</li> <li>How do companies achieve key account management? </li> </ul>
By addressing these key questions Woodburn and McDonald provide tools and processes for success honed by tough consultancy projects with the boards of some of the world's leading companies. The book stresses the elements that really matter - from developing a customer categorization system that really works and analyzing the needs of key accounts; to understanding the new skills required by key account managers and ensuring that key account plans are implemented. The 'real world' approach is backed by tested principles and the latest research from the renowned Cranfield School of Management. Key Account Management comes from authors who have taught leading companies how to approach their most powerful and demanding customers and still make money. It is essential reading for all senior management with strategic responsibility, for key or strategic account directors, and for marketing and sales executives. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student as well as business-to-business company directors and key account managers.

Key Account Management: The Definitive Guide

Business & Money

McDonald, Malcolm

Woodburn, Diana

Marketing & Sales

wiley

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 success? * what are the key challenges and how do successful companies respond? * why is it vital to understand the role of key account management in strategic planning? * do you know what strategy your customer has for your company? By addressing these key questions McDonald, Rogers and Woodburn draw out the business issues that really matter - from developing a customer classification system that really works, analysing the needs of key accounts, developing the skills of key account managers to how systems for implementing key account plans can be developed. Throughout the book the emphasis is on clarifying and articulating the key concepts to give the reader the tools to apply in the marketplace. The 'real world' approach is based on best practice from leading companies globally and the latest research from the renowned Cranfield School of Management. 'Key Customers' comes from authors with an international reputation in this field and is an essential guide to customer management for marketing and sales executives, and all senior management with strategic responsibility. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student.

Key Customers: How to manage them profitably

Rogers, Beth

Butterworth-Heinemann

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

Key Account Management: A Definitive Guide

A compilation of the established knowledge in strategic account management While companies and academics expend tremendous effort on mass marketing, they often overlook their immediate customers (which are critical in both senses) and hence the importance of strategic account management (SAM). This handbook is a compilation of papers that present researched knowledge of SAM across the academic community which fills a void in the existing academic literature. Handbook of Strategic Account Management identifies drivers of the SAM approach, key issues and success factors, operational needs and areas still awaiting exploration. Each paper includes an overall referenced summary of the tenets of SAM relevant to the area it reports, and together with the combined list of references, it creates an indispensable resource for academic readers, students, and researchers. Handbook of Strategic Account Management is written by over 40 knowledgeable experts with substantial experience of SAM from teaching, researching, writing and advising companies on why and how it works, spread widely across Europe and the US. It represents the balanced, researched body of knowledge in SAM and will be an invaluable resource to anyone exploring the approach, whether for a student thesis, for original research or for answers on how to approach SAM as a company initiative. "Today’s strategic, key and global account management professionals owe thanks to a small community of academic researchers who, over the past three decades have been pioneers in identifying, cataloguing and analyzing the selling and business management practices of an emerging profession we now call strategic account management. This Handbook is an important milestone to mark SAM’s still evolving impact on corporate business strategies and its ever-increasing relevance as a proven engine for growth in business-to-business strategic customer relationships." Bernard Quancard,President &amp; CEO of SAMA (US-based Strategic Account Management Association with over 3,000 members worldwide) Yana Atanasova Bjorn Ivens Toni Mikkola Ivan Snehota Audrey Bink Ove Jensen Stefanos Mouzas Kaj Storbacka Per-Olof Brehmer Robert Krapfel Peter Naudé Olavi Uusitalo Noel Capon Antonella La Rocca Jukka Ojasalo Tom Vanderbiesen Simon Croom Sylvie Lacoste Catherine Pardo Stefan Wengler Osman Gök Nikala Lane Nigel Piercy Kevin Wilson Paolo Guenzi Régis Lemmens Michael Pusateri Diana Woodburn Stephan Henneburg Tommi Mahlamäki Jakob Rehme John Workman Sue Holt Malcolm McDonald Sanjiy Sengupta George Yip Christian Homburg Florin Mihoc Christoph Senn Judy Zolkiewski

Handbook of Strategic Account Management: A Comprehensive Resource

Wilson, Kevin

Desarrollar relaciones eficaces de negocio-a-negocio (business-to-business) con los clientes mas importantes en mercados altamente competitivos requiere procesos y habilidades que van mas alla de la actividad tradicional de ventas. Woodburn y McDonald proporcionan las herramientas y procesos que debieron aplicarse para asegurar el exito en algunas de las principales compañias del mundo. El libro pone de relieve los elementos mas importantes, desde desarrollar un sistema de categorizacion de los clientes que realmente funcione y analizar las necesidades de aquellos considerados clave, hasta comprender las nuevas habilidades requeridas por los gerentes de cuentas claves y asegurar que los planes de cuentas clave sean implementados. Este enfoque del mundo real esta respaldado por una serie de pricipios demostrados y por la investigacion mas reciente de la renombrada Cranfield School of Management. Se trata de una obra insustituible para los estudiantes y licenciados en administracion de empresas, asi como para los directores de las compañias de business-to-business y los gerentes de cuentas clave. Diana Woodburn, master en Ciencias, licenciada en Administracion de Empresas y licenciada en Finanzas, es directora gerente de Marketing Best Practice, investigadora visitante en la Cranfield School of Management e investigadora asociada en la Warwick Business School. Ha desarrollado las capacidades de gestion de cuentas claves (KAM) de importantes compañias y ha formado aproximadamente a tres mil ejecutivos en todo el mundo. Malcom McDonald, licenciado en Artes (Oxon) con una maestria en Ciencias, dr. en Literatura y lic. en Finanzas, es profesor emerito de la Cranfield University School of Management. Autor de 43 libros, es presidente de seis compañias y trabaja con las juntas directivas de las empresas mas importantes del mundo.

El Management de las cuentas clave: Cómo seleccionar, tratar y retener a los clientes mas rentables (Spanish Edition)

MacDonald, Malcom

Management & Leadership

Ediciones Granica, S.A.