Professor malcolm mcdonald is one of the worlds foremost authorities on strategic marketing market segmentation sales and strategic key account management. 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 . 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. Key account management the definitive guide 3rd edition revised and updated edition by diana woodburn author visit amazons diana woodburn page malcolm mcdonald on key account management malcolm mcdonald 50 out of 5 stars 3 paperback 2845. Our approach to effective strategic key account management sam kam for almost twenty years professor mcdonald has been researching key account management global best practices at cranfield university school of management
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