Key Account Management

"This book is crammed with distilled, practical wisdom for keyaccount managers and their directors. Organizations claiming topractise key account management should equip everyone involved witha copy, so they really understand what they are supposed to bedoing. Anything less is just old-fashioned selling." Developing successful business-to-business relationships withmore customers in highly competitive markets requires processes andskills that go beyond traditional selling activity. The very beststate-of-the-art strategies are set out clearly in this book byintentionally known authors who have worked at the highest levelswith more key and strategic account managers worldwide thanprobably any other leading advisors. Based on the hugelyinfluential KEY CUSTOMERS it looks at: * Why has account management become so critical to commercialsuccess? * What are the key challenges and how do successful companiesrespond? * What part does key account management play in strategicplanning? * How do companies build profitable relationships with theircustomers? * How does key account management actually work? * What does a successful key account manager look like and whatskills does he/she need? * How should key account managers be evaluated and rewarded? * How do companies achieve key account management? By addressing these key questions Woodburn and McDonald providetools and processes for success honed by tough consultancy projectswith the boards of some of the world's leading companies. The bookstresses the elements that really matter - from developing acustomer categorization system that really works and analyzing theneeds of key accounts; to understanding the new skills required bykey account managers and ensuring that key account plans areimplemented. The 'real world' approach is backed by testedprinciples and the latest research from the renowned CranfieldSchool of Management. Key Account Management comes from authors who have taughtleading companies how to approach their most powerful and demandingcustomers and still make money. It is essential reading for allsenior management with strategic responsibility, for key orstrategic account directors, and for marketing and salesexecutives. The clear and authoritative approach also makes it anoutstanding text for the serious MBA and executive student as wellas business-to-business company directors and key accountmanagers.