MB Executive
4 total works
Developing successful business-to-business relationships with more powerful customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state-of-the-art strategies are set out clearly in this book in a practical way that can be implemented in all organizations. In particular 'Key Customers' looks at: * why has key account management become so critical to commercial success? * what are the key challenges and how do successful companies respond? * why is it vital to understand the role of key account management in strategic planning? * do you know what strategy your customer has for your company? By addressing these key questions McDonald, Rogers and Woodburn draw out the business issues that really matter - from developing a customer classification system that really works, analysing the needs of key accounts, developing the skills of key account managers to how systems for implementing key account plans can be developed. Throughout the book the emphasis is on clarifying and articulating the key concepts to give the reader the tools to apply in the marketplace.
The 'real world' approach is based on best practice from leading companies globally and the latest research from the renowned Cranfield School of Management. 'Key Customers' comes from authors with an international reputation in this field and is an essential guide to customer management for marketing and sales executives, and all senior management with strategic responsibility. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student.
The 'real world' approach is based on best practice from leading companies globally and the latest research from the renowned Cranfield School of Management. 'Key Customers' comes from authors with an international reputation in this field and is an essential guide to customer management for marketing and sales executives, and all senior management with strategic responsibility. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student.
Getting Better Value from Marketing Investments: How to Integrate Market Models with Financial Forecasts
by Colin R. Stringer, Malcolm McDonald, and Carolyn White
Published 30 November 2002
FT MB: Profiting from eCRM/Optimising eBrand Profitability
by Hugh Wilson, Elizabeth Daniel, Malcolm McDonald, John Ward, Frances Sutherland, and Kris Wadia
Published 15 January 2002
CEOs and other executives charged with building an e-Brand often fail to achieve their objective. Their challenges: being led astray by marketing communications agencies, attempting to implement impractical theories, and failing to recognise the implications of technology in the Internet world. e-Brand Optimisation cuts through this clutter to provide a structured view of the subject, allowing you to optimise the value - and profit potential - of your brand on the Internet. You'll begin by understanding the nature of a brand - and why brand equity is important. This will be set in the context of the differences between the online and offline worlds - and how they affect brands. The executive briefing then concentrates on the three stages of development launching, growing and protecting - and how they affect the ability of the e-Brand to fulfill its potential. Here's just some of the vital information you'll find in each section. Launching your e-Brand What is more important than the 'right' strategy? Why the domain name is critical - how to choose the right one, and what to do if it's no longer available? Key criteria when creating the design and navigation of your online presence How to launch market your online presence - with minimum cost - and maximum exposure Growing your e-Brand How to extend your existing real world brand - without damaging it An analysis of the offline and online marketing channels you can use to promote your e-Brand - and how you can use them The strange places where you can find online customers - at minimal cost Why you should never believe online advertising measures - without investigating their limitations The implications of ineffective Customer Service implications in the online world Why - and how - you should partner with others in the e-World Protecting your e-Brand The types of software snarls and marketing mayhem that could affect you - and how to deal with them Why organisational obstacles are self-inflicted injuries that could sometimes be worse than foul play originated by third parties How and why your security and privacy policies should be followed - and be seen to be followed Factors that could cause e-Brand chaos in the future What's more, you'll find a comprehensive brand related glossary and over 15 tables, checklists and illustrations that bring structure and clarity to the subject. There are several touches of humour throughout - you'll learn about technology inspired chaos and why you will be blamed for things that are not your fault. Best of all, e-Brand Optimisation is written in a no-nonsense style, with practical insights that can - and should - be implemented immediately.