Key Account Management
by Professor Malcolm McDonald
Running time: 51 mins
It is surprising that, with a few exceptions, key account management isn't
studied and taught at most of the world's business schools. Yet more and
more business is coming from fewer and fewer major customers and failure to
understand how these relationships should be managed inevitably leads to
lost profits. This video is the result of over fifteen years of research at
Cranfield School of Management into global best practice key account
management and explains in a simple-to-understand way how to manage big,
powerful customers profitably.
Topics included:
- How you define a key account - Intro
- A new critical Interface for Sales
- Key Account Management - A practical example
- Selection and Relationship with Key Accounts
- Strategic Purchasing system
- Key Account Portfolio Management
- Key Account Analisys
- How To Select Key Account Managers