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Key account management: learning from supplier and customer perspectives

Research output: Book/ReportBook

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Key account management : learning from supplier and customer perspectives. / McDonald, Malcolm; Rogers, Elizabeth Georgina.

Oxford : Butterworth-Heinemann, 1998. 224 p.

Research output: Book/ReportBook

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McDonald M, Rogers EG. Key account management: learning from supplier and customer perspectives. Oxford: Butterworth-Heinemann, 1998. 224 p.

Author

Bibtex

@book{66920df4f8cf4b4cb0851d71b4da3ac7,
title = "Key account management: learning from supplier and customer perspectives",
abstract = "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 practiceIdeal for practitioners and studentsBased on the unique expertise of the Cranfield Marketing Faculty",
author = "Malcolm McDonald and Rogers, {Elizabeth Georgina}",
year = "1998",
language = "English",
isbn = "9780750632782",
publisher = "Butterworth-Heinemann",

}

RIS

TY - BOOK

T1 - Key account management

T2 - learning from supplier and customer perspectives

AU - McDonald, Malcolm

AU - Rogers, Elizabeth Georgina

PY - 1998

Y1 - 1998

N2 - 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 practiceIdeal for practitioners and studentsBased on the unique expertise of the Cranfield Marketing Faculty

AB - 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 practiceIdeal for practitioners and studentsBased on the unique expertise of the Cranfield Marketing Faculty

M3 - Book

SN - 9780750632782

SN - 075063278X

BT - Key account management

PB - Butterworth-Heinemann

CY - Oxford

ER -

ID: 2362474