As with other leading business titles from McDonald this book combinesthoroughly fieldtested knowledge delivered in a carefully developed stepbystep format. Bot... » 

As with other leading business titles from McDonald this book combinesthoroughly fieldtested knowledge delivered in a carefully developed stepbystep format. Both the manager and student will be able to build understandingand a key account by the end of it. By analysing how key accounts really workin detail the authors create the tools that the reader will need in themarketplace. Equally it gives a clear picture of why KAM must be an importantelement of the corporate strategic plan. Based on best practice from majorcompanies globally there is no more definitive overview of this criticalbusiness to business strategy for sales and marketing managers and seriousstudents in business and marketing. «