August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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Action list
Set aside some time for reviewing your current key account, using Table 5.8.
Consider updating your templates and processes for account planning.
References
Davies, IA and Ryals, LJ (2014) The effectiveness of key account management practices, Industrial Marketing Management, 43 (7), pp 1182–94
Marcos-Cuevas, J, Nätti, S, Palo, T and Baumann, J (2016) Value co-creation practices and capabilities: sustained purposeful engagement across B2B systems, Industrial Marketing Management, 56 (7), pp 97–107
McDonald, M, Rogers, B and Woodburn, D (2000) Key Customers: How to manage them profitably, Butterworth-Heinemann, Oxford
Porter, ME (1980) Competitive Strategy, The Free Press, New York
Rappaport, A (1983) Corporate performance standards ...
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