Key Account Management
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Key Account Management The Definitive Guide
Second edition
Malcolm McDonald and Diana Woodburn
AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO Butterworth-Heinemann is an imprint of Elsevier
Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP, UK 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA First published as Key Customers 2000 This second edition published 2007 Copyright © 2000 Malcolm McDonald, Beth Rogers and Diana Woodburn. All rights reserved. Copyright © 2007 Malcolm McDonald and Diana Woodburn. Published by Elsevier Ltd. All rights reserved The right of Malcolm McDonald and Diana Woodburn to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone (44) (0) 1865 843830; fax (44) (0) 1865 853333; email:
[email protected] Alternatively you can submit your request online by visiting the Elsevier web site at http://elsevier.com/locate/permissions, and selecting Obtaining permission to use Elsevier material Notice No responsibility is assumed by the publisher for any injury and/or damage to persons or property as a matter of products liability, negligence or otherwise, or from any use or operation of any methods, products, instructions or ideas contained in the material herein British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloguing in Publication Data A catalogue record for this book is available from the Library of Congress
ISBN–13: 978–0–7506–6246–8 ISBN–10: 0–7506–6246–8 For information on all Butterworth-Heinemann publications visit our web site at http://books.elsevier.com Typeset by Charon Tec Ltd (A Macmillan Company), Chennai, India www.charontec.com Printed and bound in The Netherlands 07 08 09 10 11
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Contents
Foreword Acknowledgements The purpose of this book Before you read this book! List of figures and tables
vii ix xi xv xvii
1 2 3 4 5 6 7 8 9 10 11 12
1 23 51 83 109 141 169 201 237 281 313 339
The crucial role of key account management Selecting and catego