TY  - BOOK
AU  - Woodburn,Diana
AU  - McDonald,Malcolm
TI  - Key account management: the definitive guide 
SN  - 9780470974155 (pbk.)
PY  - 2011///
CY  - Chichester, West Sussex, U.K.
PB  - Wiley
KW  - Selling
KW  - Key accounts
KW  - Marketing
N1  - Includes bibliographical references and index
N2  - 'This helpful text clearly sets out the very best, state-of-the-art strategies in key account management. The authors provide the tools and processes for successful KAM, from developing a customer categorization system that really works, to analyzing the needs of key accounts. Topics include why key account management has become so critical to commercial success; the role of key management in strategic planning; how companies build profitable relationships with their customers; and what it takes to be a successful key account manager.'--; 'This helpful text clearly sets out the very best, state-of-the-art strategies in key account management. The authors provide the tools and processes for successful KAM, from developing a customer categorization system that really works, to analyzing the needs of key accounts. Topics include why key account management has become so critical to commercial success; the role of key management in strategic planning; how companies build profitable relationships with their customers; and what it takes to be a successful key account manager'--
ER  -