August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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In-depth analysis of the key account
Key account managers are supposed to be ‘boundary spanners’ who can see things from the customer’s point of view. To ensure that thinking is embedded, key account planning must start from the customer’s point of view.
Sources of opportunities and threats
Key account managers are supposed to be ‘boundary spanners’ who can see things from the customer’s point of view. To ensure that thinking is embedded, key account planning must start from the customer’s point of view. What is happening in their business environment? It is from that business environment that change will come, and when customers have to change things they need to evaluate which suppliers can help them in that quest.
Of course, we could cobble ...
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