Key Account Management- Essentials

Learning Name:

Key Account Management- Essentials

Overview

Key account management addresses one of the key new areas in strategic marketing practice. Based on extensive and unique research by the Cranfield School of Management, this course presents a new framework for understanding the development of key account relationships. The course is adapted with permission from the text Key Account Management, 2000, courtesy of Butterworth-Heinemann and the Chartered Institute of Marketing. Formed in 1911, the Chartered Institute of Marketing is the largest professional marketing management body in the world, with over 60,000 members worldwide.

Objectives

At the successful completion of this course you should be able to understand:
-The importance of driving key accounts to higher relational levels, and the manner in which this may occur
-The process of key account planning
- The role and skills of successful key account managers

Duration

4 hours (nominal)