Key Customers by Malcolm Mcdonald
An exploration of how to manage key account customers profitably. It covers why key account management has become critical to commercial success, what the key challenges are and how successful companies respond, and why the role of key account management is vital to strategic planning.
CRM has been the other hot topic of the year, again with some outstanding books emerging, notably Malcolm McDonald's Key CustomersMarketing Business Dec/Jan 2001
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. Beth Rogers is Visiting Fellow at the Cranfield School of Management and a Chartered Maketer. She spent her early career with IBM and then worked as a management consultant for nine years before joining Logical Worlwide as Solutions Marketing Manager.
| SKU | Unavailable |
| ISBN 13 | 9780750646154 |
| ISBN 10 | 0750646152 |
| Title | Key Customers |
| Author | Malcolm Mcdonald |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Elsevier Science & Technology |
| Year published | 2000-07-04 |
| Number of pages | 319 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |