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.
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.