Acknowledgements
Introducing key account management
The role of key accounts in achieving business growth
Selecting the right key accounts
Understanding buying decisions
Key account plans
Understanding account-based marketing
People and skills for key account management
Going global with key accounts
The risks of key account management
The future of key account management
Appendix 1: The McDonald and Rogers 10 guidelines for profitable key account management
Appendix 2: A quiz for key account managers
Appendix 3: Important research articles on key account management
Index.