Key Account Management: Learning from Supplier and Customer Perspectives (Cim Professional) - Softcover

McDonald, Malcolm; Rogers, Beth; Chartered Institute Of Marketing

 
9780750632782: Key Account Management: Learning from Supplier and Customer Perspectives (Cim Professional)
Softcover
ISBN 10: 075063278X ISBN 13: 9780750632782
Verlag: Butterworth-Heinemann Ltd, 1998

Inhaltsangabe

Key account management is a natural development of customer focus and relationship marketing in business-to-business markets. It offers critical benefits and opportunities for profit enhancement to both sides of the seller/buyer dyad.

Based on extensive and unique research by Cranfield School of Management, Key Account Management presents a new framework for understanding the development of key account relationships. It incorporates a comprehensive guide to the current practice of key account management, and comments on the challenges for the future of key account management practice. The research was based on in-depth interviews with key account managers, their managers and their main contacts in the customer organization.

Addresses one of the key new areas in strategic marketing practice
Ideal for practitioners and students
Based on the unique expertise of the Cranfield Marketing Faculty

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Über die Autorin bzw. den Autor

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. Beth Rogers is Visiting Fellow at the Cranfield School of Management and a Chartered Maketer. She spent her early career with IBM and then worked as a management consultant for nine years before joining Logical Worlwide as Solutions Marketing Manager.

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Verlag
Butterworth-Heinemann Ltd
Erscheinungsdatum
1998
Sprache
Englisch
ISBN 10 
075063278X
ISBN 13 
9780750632782
Einband
Taschenbuch
Anzahl der Seiten
194
Kontakt zum Hersteller
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Verantwortliche Person
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