To manage key accounts profitably you need strategic planning that
works. This book is the definitive guide to achieving this based on
the unmatched practical and research experience of Ryals and
McDonald. Key Account Management is proven to deliver substantial
benefits to the bottom line. Best practice companies know that real
results from managing powerful customers are not achieved through
short-term cost cutting. Instead, as the best companies understand,
it depends on fostering carefully developed and profitably managed
relationships with an equally carefully selected group of key
accounts. This is a genuinely strategic activity that goes well
beyond sales management and the simplistic use of budgets to
generate targets. It is about the behaviours and practices that
make predictable, profitable and sustainable Key Account Management
possible. To achieve this the book is constructed to deliver- *
Clear descriptions of the various techniques and the reason for
their importance * A hugely powerful step by step approach to using
the key techniques to build strategic skills * Templates for
building real plans * Cases, examples and vignettes to show best
real world practice Based on wide application in the business
world, and the world class research at Cranfield Management School
this book will be an essential introduction to the principles and
reality of Strategic Key Account Planning. For senior managers, key
account managers at all levels as well as those on executive and
MBA courses it will be an essential guide and text.
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