October 23rd 2017
Malcolm McDonald on Key Account Management. Malcolm McDonald & Beth Rogers
Malcolm McDonald on Key Account Management. Malcolm McDonald & Beth Rogers. 2017. ISBN 978 0 7494 8077 6. MacDonald is a giant in the field of marketing and is one of Rocket Builders goto authors when we need to really dig into a topic. This co-authored book is very readable, current and immediately useful to enterprise sales and marketing teams who wish to look at their markets strategically. I liked the entire book as it did a very clear job on describing and using the three levels in ABM and then how to id where to use and apply KAM. The liberal use of case studies and experienced practitioners to describe how to use all this was excellent. I really appreciated the work in Chapter 3 on auditing how you were doing and mapping out where you could go. The author is diligent at asking you to use measures and metrics that can be used and are useful. As well Chapter 5 is good at mapping value, how to apply measures and package it so it can be taken to your clients. Well worth the modern sales and marketing executive and strategic practitioners time to read and use this book
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Category: Management, Marketing, Sales Effectiveness, Strategy
