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Malcolm McDonald on Key Account Management

Malcolm McDonald on Key Account Management

Malcolm McDonald, Beth Rogers


Understand the essentials of Key Account Management through this clear, concise and no-nonsense guide. Based on over twenty years of research and knowledge, this book is reader-friendly and highly practical.

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About the book

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.

Malcolm McDonald on Key Account Management takes a step-by-step approach to presenting best practice in key account management. Whether your business is starting up or well-established, there is always more to discover about improving the way value is created between you and your most important customers. Malcolm McDonald and Beth Rogers have spent over twenty years researching, teaching and consulting on key account management, and have condensed their knowledge into this book, focusing on making it clear, concise and easy to use.

Table Of Contents

    • Chapter - 01: Growing Your Business
    • Chapter - 02: Identifying Key Accounts
    • Chapter - 03: How Buying Decisions are Made
    • Chapter - 04: Key Account Plans that Create Value
    • Chapter - 05: Account-Based Marketing
    • Chapter - 06: People and Resources for Key Account Management
    • Chapter - 07: Going Global
    • Chapter - 08: Implementation and Risk
    • Chapter - 09: The future of Key Account Management


Soundly based on accepted theory, this book represents 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. Malcolm McDonald and Beth Rogers were among the very first in the UK to acknowledge and research KAM, making important contributions to this professional discipline which is still poorly understood by most companies.
Dr Diana Woodburn, Chairman of the Association for Key Account Management

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.
Dr Rodrigo Guesalaga, Director of the KAM Best Practice Research Club, Cranfield University

I found this book to be integrating and interesting as it offers some new insights into Key Account Management. I believe that this book is a 'must read' for anyone who is working as a Key Account Manager or who is planning to introduce KAM into their organisation.
Dr Kenneth Le Meunier-FitzHugh, Senior Lecturer in Marketing, University of East Anglia

Key account management has become increasingly critical to business success. A great combination of key account theory and practice, this book is a must-read for all business leaders.
Nick Porter, Chairman of the Association of Professional Sales


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Book Details

  • EAN: 9780749480776
  • Edition: 1
  • Published: 3rd August 2017
  • Paperback
  • Dimensions: 234x158
  • 248 pages

About the Author

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. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, across strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals. He has written over 40 books, including the best-selling Marketing Plans: How to prepare them, how to use them.

Dr Beth Rogers is recognised internationally for her contribution to sales education. She 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 from a wide variety of countries and sectors. 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. She is Director of two organisations, and writes articles for business publications. Professor Malcolm McDonald persuaded her to join him in writing this book because of her outstanding teaching and writing skills, and because she is so highly regarded internationally in the key account management domain.

Malcolm McDonald

Beth Rogers