Key Account Management - Malcolm McDonald

This helpful text clearly sets out the very best, state-of-the-art strategies in key account management. The authors provide the tools and processes for successful KAM, from developing a customer categorization system that really works, to analyzing the needs of key accounts. Topics include why key account management has become so critical to commercial success; the role of key management in strategic planning; how companies build profitable relationships with their customers; and what it takes to be a successful key account manager. n

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