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Develop your key accounts and improve business growth

Malcolm McDonald on Key Account Management (9780749480776)

26th July 2017: Malcolm McDonald On Key Account Management

Develop your key accounts and improve business growth

The power of key accounts when it comes to market share and revenue growth is significant to almost every company, yet the costs of serving these accounts can erode profitability when they are not understood and managed in the right way.

Now allowing readers to explore the challenges of winning, retaining and developing key accounts, Malcolm McDonald On Key Account Management takes a step-by-step guide to understanding the essentials and presenting best practice in key account management.

Condensing over twenty years’ worth of research, testing and consulting, the new book from Professor Malcolm McDonald and Dr Beth Rogers is a clear, concise and no-nonsense guide to improving the way value is created between you and your most important customers.

Whether your business is well-established or starting up, Malcolm McDonald On Key Account Management provides a reader-friendly and highly practical approach to identifying key accounts, creating value to engage with them, and ultimately growing your business.

Dr Diana Woodburn, Chairman of The Association for Key Account Management, has described the book as ‘soundly based on accepted theory, this book is an inestimable practical guide to key account management. As a rare collection of wisdom and insight into KAM, it has great value for practitioners and students and is highly recommended for those aiming for the AKAM Diploma.’

Dr Rodrigo Guesalaga, Director of the KAM Best Practice Research Club, Cranfield University, equally praised the book, saying ‘this book is an up-to-date and comprehensive piece of knowledge on key account management. The solid frameworks and practical insights it contains, together with the expertise and passion of the authors, offer the reader an engaging learning tool for successful KAM.’

About the authors: Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. Formerly Professor of Marketing and Deputy Director at Cranfield University School of Management, he is now an Emeritus Professor at the University and an Honorary Professor at Warwick Business School. Malcolm is also Chairman of six companies and has written over 40 books, including the best-selling Marketing Plans: How to prepare them, how to use them.

Dr Beth Rogers was one of the original Cranfield research team on key account management in the 1990s, and has shared her expertise with students, companies and educational institutes globally. Formerly a business development manager in information technology, she pioneered sales teaching methodology at Portsmouth Business School, and chaired the project board which developed National Occupational Standards for Professional Sales in the UK.

About Kogan Page: Kogan Page is the leading independent global publisher of specialist professional books and content with over 900 titles in print. Its authors come from some of the world’s most prestigious academic institutions, international commercial organisations or professional associations in Leadership, Management, Marketing, Branding, Human Resources, Coaching, Logistics, Entrepreneurship and Careers. Follow @KPMktng for information about new books and business insights from author experts.

Malcolm McDonald On Key Account Management - ISBN: 9780749480776, Price: £19.99 – is available to purchase from 3rd August 2017. For a review copy, a by-lined article or to arrange an interview with the author, please contact Natasha Tulett: NTulett@koganpage.com or +44 (0)20 7843 1925.