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.