Book Statistics
Key Customers
Description
In particular 'Key Customers' looks at:
* why has key account management become so critical to commercial success?
* what are the key challenges and how do successful companies respond?
* why is it vital to understand the role of key account management in strategic planning?
* do you know what strategy your customer has for your company?
By addressing these key questions McDonald, Rogers and Woodburn draw out the business issues that really matter - from developing a customer classification system that really works, analysing the needs of key accounts, developing the skills of key account managers to how systems for implementing key account plans can be developed. Throughout the book the emphasis is on clarifying and articulating the key concepts to give the reader the tools to apply in the marketplace. The 'real world' approach is based on best practice from leading companies globally and the latest research from the renowned Cranfield School of Management.
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