{"product_id":"key-account-management-isbn-9780470974155","title":"Key Account Management","description":"\"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.\"  \u003cp\u003eDeveloping 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eWhy has account management become so critical to commercial success?\u003c\/li\u003e \u003cli\u003eWhat are the key challenges and how do successful companies respond?\u003c\/li\u003e \u003cli\u003eWhat part does key account management play in strategic planning?\u003c\/li\u003e \u003cli\u003eHow do companies build profitable relationships with their customers?\u003c\/li\u003e \u003cli\u003eHow does key account management actually work?\u003c\/li\u003e \u003cli\u003eWhat does a successful key account manager look like and what skills does he\/she need?\u003c\/li\u003e \u003cli\u003eHow should key account managers be evaluated and rewarded?\u003c\/li\u003e \u003cli\u003eHow do companies achieve key account management? \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eBy 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eKey Account Management\u003c\/i\u003e 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.\u003c\/p\u003e  \u003ci\u003eForeword by Martin Lamb.\u003c\/i\u003e  \u003cp\u003e\u003ci\u003eAcknowledgements.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe purpose of this book.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBefore you read this book!\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eList of figures and tables.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e1 The crucial role of key account management.\u003c\/p\u003e \u003cp\u003e2 Selecting and categorizing key customers.\u003c\/p\u003e \u003cp\u003e3 Relationship stages.\u003c\/p\u003e \u003cp\u003e4 Developing key relationships.\u003c\/p\u003e \u003cp\u003e5 The buyer perspective.\u003c\/p\u003e \u003cp\u003e6 Key account profitability.\u003c\/p\u003e \u003cp\u003e7 Key account analysis.\u003c\/p\u003e \u003cp\u003e8 Planning for key accounts.\u003c\/p\u003e \u003cp\u003e9 Processes - making key account management work.\u003c\/p\u003e \u003cp\u003e10 The role and requirements of key account managers.\u003c\/p\u003e \u003cp\u003e11 Performance and rewards in KAM.\u003c\/p\u003e \u003cp\u003e12 Organizing for key account management.\u003c\/p\u003e \u003cp\u003e13 Transitioning to KAM.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eFurther reading.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eIntegrated fast track.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eMini-cases.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eIndex.\u003c\/i\u003e\u003c\/p\u003e \u003cb\u003eDiana Woodburn\u003c\/b\u003e\u003cbr\u003eBSc MSc MBA FCIM\u003cbr\u003eDiana is the Managing Director of Marketing Best Practice, a Visiting Fellow at Cranfield School of Management and Associate Fellow at Warwick Business School. In 1998, together with Malcolm McDonald, she founded Cranfield's KAM Best Practice Research Club of blue-chip companies, which has proved a major driving force in understanding and advancing KAM. An exceptionally experienced practitioner, she has developed the key account management capabilities of leading companies and about three thousand of their people worldwide, through consultancy, teaching, coaching and writing. She has created some of the most popular concepts and tools in KAM in use today.\u003cbr\u003eEmail: \u003ca href=\"mailto:woodburn@marketingbp.com\"\u003ewoodburn@marketingbp.com\u003c\/a\u003e  \u003cp\u003e \u003cb\u003eMalcolm McDonald \u003cbr\u003e\u003c\/b\u003eMA(Oxon), MSc, PhD, D.Litt. FCIM FRSA \u003cbr\u003eMalcolm is Emeritus Professor of Marketing at Cranfield University School of Management, where he was until recently Deputy Director. Formerly Marketing and Sales Director of Canada Dry, he is the author of forty three books, including the best seller, Marketing Plans: How to prepare them, how to use them. He is Chairman of six companies and works with the operating boards of major companies all over the world, particularly helping them to take profitable advantage of the opportunities afforded by the growing number of big, powerful customers. Together with Diana Woodburn at Cranfield, he has been researching best practice in key account management for over a decade. He is also a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools\u003cbr\u003eEmail: \u003ca href=\"mailto:m.mcdonald@cranfield.ac.uk\"\u003em.mcdonald@cranfield.ac.uk\u003c\/a\u003e\u003c\/p\u003e  \"The authors work with us here in the European Institute of Purchasing Management (EIPM) and have an in-depth understanding of the buying side of Key Account Management. This book, therefore, is a true and realistic version of how suppliers can work effectively and profitably with their major customers. I commend it to you.\" \u003cbr\u003e \u003cb\u003eBernard Gracia\u003c\/b\u003e, Director EIPM  \u003cp\u003e\"Malcolm McDonald and Diana Woodburn have done a remarkable job in capturing all their (KAM) research and practical experience in this excellent book and I commend it to you.\"\u003cbr\u003e \u003cb\u003eMartin Lamb\u003c\/b\u003e, Chief Executive, IMI plc\u003c\/p\u003e \u003cp\u003e\"Today's suppliers like to brand themselves as ‘partners' with their customers, but too often their results do not support this grand self proclamation. Only with a rigorous key account management approach can suppliers really become trusted partners and enjoy the significant long term rewards this hard won status brings. This excellent book is crammed with distilled, practical wisdom and provides a clear roadmap to successful key account management.\"\u003cbr\u003e \u003cb\u003eMatt Hobbs\u003c\/b\u003e, Marketing Consulting Leader, IBM Global Business Services\u003c\/p\u003e \u003cp\u003e\"In an era when very large customers dominate the customer portfolios of so many selling organizations, original and practical insights into the effective management of strategic or key account relationships are more valuable than ever. Authored by two of the most experienced experts in the area, this book is a 'must have, must read' for all managers in companies with key account strategies - regardless of their professional specialization. This book will save your company money - and, better, it will help you make money.\"\u003cbr\u003e \u003cb\u003eProfessor Nigel F. Piercy\u003c\/b\u003e PhD, DLitt\u003c\/p\u003e  \"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.\"  \u003cp\u003eDeveloping 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eWhy has account management become so critical to commercial success?\u003c\/li\u003e \u003cli\u003eWhat are the key challenges and how do successful companies respond?\u003c\/li\u003e \u003cli\u003eWhat part does key account management play in strategic planning?\u003c\/li\u003e \u003cli\u003eHow do companies build profitable relationships with their customers?\u003c\/li\u003e \u003cli\u003eHow does key account management actually work?\u003c\/li\u003e \u003cli\u003eWhat does a successful key account manager look like and what skills does he\/she need?\u003c\/li\u003e \u003cli\u003eHow should key account managers be evaluated and rewarded?\u003c\/li\u003e \u003cli\u003eHow do companies achieve key account management? \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eBy 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eKey Account Management\u003c\/i\u003e 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989497168101,"sku":"NP9780470974155","price":58.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470974155.jpg?v=1761784342","url":"https:\/\/k12savings.com\/es\/products\/key-account-management-isbn-9780470974155","provider":"K12savings","version":"1.0","type":"link"}