Key Account Management: The Definitive Guide

Author: Malcolm McDonald and Diana Woodburn

Year: 2005

As with other leading business titles from McDonald, this book combines thoroughly field-tested knowledge delivered in a carefully developed step-by-step format. Both the manager and student will be able to build understanding and a key account by the end of it.  By analysing how key accounts really work in detail the authors create the tools that the reader will need in the marketplace. Equally it gives a clear picture of why KAM must be an important element of the corporate strategic plan. 

* The authors are one of the world's leading research teams into business to business marketing and KAM 
* A hugely practical approach with exercises allowing managers and students to build a plan for a real key account
* Although based on a hugely successful first 2 editions the book is widely revised to take in the latest empirical data and research