August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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ABOUT THIS BOOK
This book explores the challenge of winning, retaining and developing key accounts. It is applicable where businesses sell to businesses, but the principles can also be applied to selling complex products and services to high-net-worth individuals. Key accounts are customers who are important enough to their suppliers to be treated as a market in their own right. Consequently, they wield significant power. Although market share and revenue growth can be achieved, the costs to serve key accounts can erode profitability unless they are thoroughly understood and managed.
Key account management is also known as strategic account management for a good reason. It is a strategic capability. It is about the selection of opportunities ...
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