Description

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.

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-

Readership

Marketing Managers
Key Account Managers
Marketing Directors
Strategy Directors

Contents

Introduction
The Key Account Strategic Planning Process
Selecting and Categorising Key Account
Analysing the Needs of Key Accounts
Assessing Forecast Revenues and Profitability
Assessing the Riskiness of Key Accounts
Developing and Implementing Key Account Objectives
The Knowledge and Skills for World Class Planning
How to Categorise Suppliers
Measuring the Effectiveness of Key Account Plans

Author Information

By Lynette Ryals, Professor of Strategic Sales and Account Management, Cranfield School of Management, UK; and Malcolm McDonald, Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK