Lockdown to Looking Forward: Key Account Management
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Lockdown to Looking Forward: Key Account Management

 Export to Your Calendar 27/08/2020
When: 27th August 2020
9.00 am - 9.35 am BST
Where: Webinar
United Kingdom
Contact: Jennie Harnaman

Online registration is available until: 27/08/2020
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Lockdown to Looking Forward: Key Account Management (Six actionable propositions for KAM in this Covid-19 dririven recession):  
Emeritus Professor Malcolm H.B. McDonald, MA(Oxon) MSc PhD DLitt DSc



Welcome from the APS


Lockdown to Looking Forward: Key Account Management:
Six actionable propositions for KAM in this Covid-19-driven recession


Q&A Session





At this webinar Professor Malcolm McDonald shares the results of 25 years of research at Cranfield University School of Management into global best practice in developing and maintaining profitable relationships with large customers.  The research club is sponsored by the likes of 3M, Siemens, Rolls Royce etc


Key Focus Areas


For many companies, a large percentage of their revenue and profits are coming from fewer and fewer major customers.  The potential rewards of this approach are high, but so too is the risk of losing a large account.  So for marketing and sales alike, it’s vital that a successful approach to customer relationships is adopted.


Professor McDonald is respected as the world leader in key account management, working with the biggest and best companies in the world in developing their key account strategies.  Professor McDonald will demonstrate how to become excellent in your dealings with powerful customers, as well as how to maximise your profits from these relationships.


About the Presenter: Emeritus Professor Malcolm H.B. McDonald, MA(Oxon) MSc PhD DLitt DSc


Until 2003, Malcolm was Professor of Marketing and Deputy Director of Cranfield University School of Management, with special responsibility for E-Business. He is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University.  He also has a Doctorate from Bradford University and from the Plekhanov University of Economics in Moscow.  He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry. Until the end of 2012, he spent seven years as Chairman of Brand Finance plc.

He spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia.

He has written forty-six books, including the best seller "Marketing Plans; how to prepare them; how to use them", which has sold over half a million copies worldwide. Hundreds of his papers have been published.

Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management. He is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools.

In 2006 he was listed in the UK’s Top Ten Business Consultants by the Times.

Email    m.mcdonald@cranfield.ac.uk




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