Key account plans : the practitioners' guide to profitable planning / Lynette Ryals, Malcolm McDonald.

Format:

Book

Author/Creator:

Ryals, Lynette.

Contributor:

McDonald, Malcolm.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Selling--Key accounts--Management.

Selling.

Physical Description:

1 online resource (382 p.)

Place of Publication:

Oxford, UK ; Burlington, MA : Butterworth-Heinemann, 2008.

Language Note:

English

Summary:

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 careful

Contents:

Front Cover; Key Account Plans; Copyright Page; Contents; Acknowledgements; Introduction; Section 1: The Plan; 1. Why you will lose your best key accounts if you don't prepare a strategic plan for them; 2. Which key accounts need a strategic plan; 3. How to collect information in order to understand the needs of the key accounts prior to preparing strategic plans for them; 4. How to understand the marketing processes of your key accounts: Strategic marketing planning; 5. Assessing forecast revenues and the future profitability of key accounts; 6. Assessing the riskiness of key accounts

7. Developing key account objectives and strategies8. Tactics and action plans; Section 2: Delivering World-Class KAM; 9. Organizing for KAM; 10. What needs to be measured, managed, and reported; critiquing plans; barriers to successful key account planning; 11. Knowing how customers think about their suppliers will make you a better key account planner; 12. How to evaluate your suitability as a key account manager; 13. How to be a world-class key account planner; 14. A step-by-step system for preparing a strategic plan for a key account; Index

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

1-136-39066-9

1-282-54039-4

9786612540394

0-08-055618-3

9780080556185

OCLC:

635293129