Malcolm McDonald on Key Account Management - Paperback
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Malcolm McDonald on Key Account Management
Malcolm McDonald on Key Account Management explores the challenges of winning, retaining and developing key accounts. Key accounts are customers who help their suppliers grow, and consequently, they wield significant power. Although they are the key to market share and revenue growth, the costs of serving key accounts can erode profitability unless they are thoroughly understood and managed.
...Professor Malcolm McDonald was formerly a Professor of Marketing and Deputy Director at Cranfield University School of Management and is now an Emeritus Professor. Based in the UK, he is also an Honorary Professor at Warwick Business School and the author of Malcolm MacDonald on Marketing Planning, also published by Kogan Page.
Dr Beth Rogers was formerly a Business Development Manager at...Contributor(s)
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