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Key Account Plans

Paperback Engels 2007 9780750683678
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Samenvatting

To manage key accounts profitably you need strategic planning that works. This book is the definitive guide to achieving this based on the unmatched practical and research experience of Ryals and McDonald.
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id="CRLF">Key Account Management is proven to deliver substantial benefits to the bottom line. Best practice companies know that real results from managing powerful customers are not achieved through short-term cost cutting. Instead, as the best companies understand, it depends on fostering carefully developed and profitably managed relationships with an equally carefully selected group of key accounts. This is a genuinely strategic activity that goes well beyond sales management and the simplistic use of budgets to generate targets. It is about the behaviours and practices that make predictable, profitable and sustainable Key Account Management possible. To achieve this the book is constructed to deliver-
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id="CRLF">* Clear descriptions of the various techniques and the reason for their importance
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id="CRLF">* A hugely powerful step by step approach to using the key techniques to build strategic skills
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id="CRLF">* Templates for building real plans
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id="CRLF">* Cases, examples and vignettes to show best real world practice
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id="CRLF">Based on wide application in the business world, and the world class research at Cranfield Management School this book will be an essential introduction to the principles and reality of Strategic Key Account Planning. For senior managers, key account managers at all levels as well as those on executive and MBA courses it will be an essential guide and text.
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Specificaties

ISBN13:9780750683678
Trefwoorden:key account
Taal:Engels
Bindwijze:paperback
Aantal pagina's:408
Uitgever:Routledge
Verschijningsdatum:10-12-2007
Hoofdrubriek:Marketing
ISSN:

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Over Malcolm McDonald

Malcolm is Emeritus Professor of Marketing at Cranfield University School of Management, where he was until recently Deputy Director. Formerly Marketing and Sales Director of Canada Dry, he is the author of forty three books, including the best seller, Marketing Plans: How to prepare them, how to use them. He is Chairman of six companies and works with the operating boards of major companies all over the world, particularly helping them to take profitable advantage of the opportunities afforded by the growing number of big, powerful customers. Together with Diana Woodburn at Cranfield, he has been researching best practice in key account management for over a decade. He is also a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools

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