Key Account Management: Learning from Supplier and Customer Perspectives (Cim Professional) - Tapa blanda

McDonald, Malcolm; Rogers, Beth

 
9780750632782: Key Account Management: Learning from Supplier and Customer Perspectives (Cim Professional)
Tapa blanda
ISBN 10: 075063278X ISBN 13: 9780750632782
Editorial: Butterworth-Heinemann Ltd, 1998

Sinopsis

Key account management is a natural development of customer focus and relationship marketing in business-to-business markets. It offers critical benefits and opportunities for profit enhancement to both sides of the seller/buyer dyad. Based on extensive and unique research by Cranfield School of Management, "Key Account Management" presents a new framework for understanding the development of key account relationships. It incorporates a comprehensive guide to the current practice of key account management, and comments on the challenges for the future of key account management practice. The research was based on in-depth interviews with key account managers, their managers and their main contacts in the customer organization. It addresses one of the key new areas in strategic marketing practice. It is ideal for practitioners and students.

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Acerca del autor

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.

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Editorial
Butterworth-Heinemann Ltd
Año de publicación
1998
Idioma
Inglés
ISBN 10 
075063278X
ISBN 13 
9780750632782
Encuadernación
Tapa blanda
Número de páginas
224
Contacto del fabricante
no disponible
Persona responsable
no disponible