Key Account Management: The Definitive Guide

"The authors work with us here in the European Institute of Purchasing Management (EIPM) and have an in-depth understanding of the buying side of Key Account Management. This book, therefore, is a true and realistic version of how suppliers can work effectively and profitably with their major customers. I commend it to you."
Bernard Gracia, Director EIPM

"Malcolm McDonald and Diana Woodburn have done a remarkable job in capturing all their (KAM) research and practical experience in this excellent book and I commend it to you."
Martin Lamb, Chief Executive, IMI plc

"Today's suppliers like to brand themselves as ‘partners' with their customers, but too often their results do not support this grand self proclamation. Only with a rigorous key account management approach can suppliers really become trusted partners and enjoy the significant long term rewards this hard won status brings. This excellent book is crammed with distilled, practical wisdom and provides a clear roadmap to successful key account management."
Matt Hobbs, Marketing Consulting Leader, IBM Global Business Services

"In an era when very large customers dominate the customer portfolios of so many selling organizations, original and practical insights into the effective management of strategic or key account relationships are more valuable than ever. Authored by two of the most experienced experts in the area, this book is a 'must have, must read' for all managers in companies with key account strategies - regardless of their professional specialization. This book will save your company money - and, better, it will help you make money."
Professor Nigel F. Piercy PhD, DLitt

Diana Woodburn
BSc MSc MBA FCIM
Diana is the Managing Director of Marketing Best Practice, a Visiting Fellow at Cranfield School of Management and Associate Fellow at Warwick Business School. In 1998, together with Malcolm McDonald, she founded Cranfield's KAM Best Practice Research Club of blue-chip companies, which has proved a major driving force in understanding and advancing KAM. An exceptionally experienced practitioner, she has developed the key account management capabilities of leading companies and about three thousand of their people worldwide, through consultancy, teaching, coaching and writing. She has created some of the most popular concepts and tools in KAM in use today.
Email: woodburn@marketingbp.com

Malcolm McDonald
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA
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
Email: m.mcdonald@cranfield.ac.uk

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