August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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Marketing plans
The marketing plan should create a pool of possibilities for key account managers looking for ideas to take to key accounts.
Marketing plans are not just about advertising campaigns. They should provide a rigorous approach to matching company capabilities to customers’ needs and planning how value is delivered to the customer, as well as how it is communicated.
Figure 2.6 shows components of a strategic marketing plan.
Figure 2.6 Components of a strategic marketing plan
SOURCE adapted from McDonald and Wilson (2011)
The contents must be rich in actionable ideas in order to create ...
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