Marketing Strategy
Course: Marketing StrategyThis is a classical Marketing Strategy course from some of the best marketing author, Prof. Malcolm McDonald. In this course you will explore four cornerstone of marketing, Market Segmentation, Marketing Planning, Marketing Accountability and Key Account Management. The course Running Time is about 4 Hours.TARGET AUDIENCE: Intermediate to Advanced. Marketing Professionals, Executives, CIM Students, MBA Students, Consultants and anybody that needs a deeper knowledge of Marketing Strategy. |
Topics included
Market Segmentation
Course expertMalcolm McDonald
Professor - Marketing Strategy
Marketing Planning
Course expertMalcolm McDonald
Professor - Marketing Strategy
Marketing Accountability
Course expertMalcolm McDonald
Professor - Marketing Strategy
Key Account Management
Course expertMalcolm McDonald
Professor - Marketing Strategy
It is surprising that, with a few exceptions, key account management isn't studied and taught at most of the world's business schools. Yet more and more business is coming from fewer and fewer major customers and failure to understand how these relationships should be managed inevitably leads to lost profits. This video is the result of over fifteen years of research at Cranfield School of Management into global best practice key account management and explains in a simple-to-understand way how to manage big, powerful customers profitably.
LEVEL: Intermediate to Advanced
RUNNING TIME: 51Min
- How you define a key account - Intro
- A new critical Interface for Sales
- Key Account Management - A practical example
- Selection and Relationship with Key Accounts
- Strategic Purchasing system
- Key Account Portfolio Management
- Key Account Analisys
- How To Select Key Account Managers
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