Key account management: learning from supplier and customer perspectives

Malcolm McDonald, Elizabeth Georgina Rogers

Research output: Book/ReportBook


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.

Addresses one of the key new areas in strategic marketing practice
Ideal for practitioners and students

Based on the unique expertise of the Cranfield Marketing Faculty
Original languageEnglish
Place of PublicationOxford
Number of pages224
ISBN (Print)9780750632782, 075063278X
Publication statusPublished - 1998


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