Malcolm McDonald - IAA

Malcolm McDonald - IAA


Register before 1 April and get 10 percent discount

Malcolm McDonald

Increase your profits with Key Account Management

n How to reach a winning position

in a downward market

n How to respond to falling demand

and pressure for lower prices

n How to create added shareholder


Malcolm McDonald gav stof til eftertanke”

”Super kompetent, super sympatisk”

”(...) en stor fornøjelse med en indlægsholder,

som både fagligt og personligt havde en stor

mængde erfaring at bygge på”

Deltagerudtalelser fra Markedsføringsdagen 2008

Face the challenges

of 2009 and lead the way

to profitable sales

26 May 2009 · Teknologisk Institut · Taastrup

Face the challenges of 2009

Looking for efficient ways to address these challenges:

n How do we avoid being vulnerable in a downward market

n How do we respond to customers’ pressure for lower prices

n How do we reach a winning position in highly competitive markets

n How do we create added shareholder value

Then don’t miss this unique opportunity to meet Malcolm McDonald, one of the world’s

most leading management and marketing strategists.

At the seminar he highlights, how a strong competitive position and profit growth in a

constantl y changing market calls for customer focused business strategies. And he gives

you state of the art world class knowledge and tools to manage key accounts and improve

your company’s profitability.

It costs up to five times as much to win a new customer than to retain an existing custome r.

In a time with increased focus on cost management it is therefore vital to have a key

account strategy that focuses on maintaining important customers and developing

profitab le customer relationships.

After the seminar you have:

n A better understanding of how to build relationships with your key accounts

n Ideas on how to ensure customer retention and create added value for your customers

n Knowledge on how to assess and improve profitability

n Inspiration to upgrade your sales performance

n Tools immediately applicable when returning to your organisation

The seminar is aimed at sales directors, sales managers, key account managers, product

managers, brand managers, customer service managers and marketing professionals from

companies of all sizes.

Get closer to business excellence! We look forward to seeing you at the seminar.

Maria Christensen

Project Manager

Teknologisk Institut

Donald Nekman

Head of IAA Education Programmes

Denmark Chapter


Malcolm McDonald

Increase your profits with Key Account Management


Relationship building – optimise your sales performance

n Why relationship building is more effective than advertising

n How to select and categorise customers by potential and attractiveness

n From single sales to continuous communication and lifetime value of

customers – how to secure long-term sales

n Is it possible to avoid becoming a price driven commodity supplier

n The key account manager: New tasks, challenges, and required skills

Managing large critical customers in a changing market

– from strategy to practice

n What is required by an effective key account strategy in 2009

n How to design strategies and plan for existing and potential key customers

n How do we win organisational support to implement key customer strategies

n How to assess whether your key account strategy creates or destroys

shareholder value

n Short cuts to optimise your sales and marketing processes

Profit growth by customer retention – avoid downsizing and cost-cutting

n Why retained customers generate considerable more profit than new ones

n Retaining the right customers is extremely profitable – how to assess whether

your key customers are profitable or not

n How to create profit growth by delivering customer value - best practices

from business cases

At the seminar you receive detailed hand-outs and worksheets applicable

immediately after returning to your organisation. The worksheets are very

useful tools in the process of analysing, developing, and managing profitable

customer relations.


08:30 Registration and breakfast

09:00 Opening by Donald Nekman,

Head of IAA Education Programmes

09:10 The seminar begins

10:30 Coffee and tea break

12:00 Lunch

14:30 Coffee and tea break

16:00 The seminar ends


IAA – International Advertising Association

IAA - The International Advertising Association is a

worldwide association which champions the common

interests of all the disciplines across the full

spectrum of marketing and communications.

The association addresses the interests of professionals

in the field of marketing, communication

and management in 76 countries.

IAA Denmark Chapter builds on four values:

Excellence, International, Leadership and Network.

IAA Denmark Chapter offers its members lifelong

learning and career development through network

and professional education programmes linking

best practise and updated theory.

Registration ”Malcolm McDonald – Increase your profits with Key Account Management ”

Tuesday 26 May 2009 in Taastrup

o I/we would like to attend the seminar. Fee per person DKK 5,880.- excl. VAT (25 %)

o Member of IAA

Company Company CVR-no. Phone


Public organisations: EAN-no.:

Postal Code & City


1. Name E-mail



2. Name E-mail



3. Name E-mail



4. Name E-mail



o Teknologisk Institut may send relevant offers and news by email.

Malcolm McDonald

Malcolm McDonald is one of the most influential marketing

gurus in the world. He is Professor of Marketing at Cranfield

University School of Management and has extensive industrial

experience including a number of years as Marketing

and Sales Director of Canada Dry. He works with companies

around the world, such as IBM, Shell, Xerox and Tesco, in the

areas of key account management, strategic marketing and

marketing planning, market segmentation, international

marketing and marketing accountability.

Malcolm McDonald has written more than 40 books, many

of which form the core curriculum for marketing students

around the world and includes the bestsellers Key Account

Management and Marketing Plans: How to Prepare Them,

How to Use Them. During the past eighteen years he has run

management and marketing seminars in Europe, China, USA,

Middle East, Australasia, Austria, Japan and South Africa.

Malcolm is known as a creative and ground-breaking management and marketing strategist. He covers the

latest thinking and the key skills that all companies need in order to achieve profit growth. His clearminde

d and hands-on approach to problemsolving is a great inspiration on market challenges of the future.

Teknologisk Institut

Att.: Call Center


+++ 3041 +++

2630 Taastrup

Time and location

Tuesday 26 May 2009

Teknologisk Institut, Taastrup

Gregersensvej, DK-2630 Taastrup

Telephone (+45) 72 20 20 00


DKK 5,850.- (excl. 25 % VAT). The fee covers speaker, handouts,

lunch, and refreshments. Invoice and confirmation will be sent

upon receipt of registration.


Group booking: 3 or more simultaneous registrations from

the same company receive a 10 percent discount on the total


Members of IAA Denmark Chapter: 15 percent discount on the

total invoice.

The two types of discounts cannot be combined.

Early bird: Register before Wednesday 1 April 2009 and get 10

percent discount on the total invoice. Early bird can be combined

with the above discounts.

How to register

n Telephone (+45) 72 20 30 00



n Send the registration slip

NB! Registration is binding

For further information, please contact

Project manager Maria Christensen


Please note that cancellation must be advised in writing. If cancelling

up to 2 weeks prior to the event your fee will be refunded

less 15 percent.

From 2 weeks prior to the event no refund will be issued. If you

are not able to attend, you are welcome to send a substitute.


Teknologisk Insitut reserves the right to changes in programme,

time and seminar location if needed.

© Teknologisk Institut 2009 – Center for Uddannelse · Der tages forbehold for trykfejl og ændringer i programmet · Eventuelle programændringer kan ses på vores hjemmeside: · Grafisk produktion: one2one · 66 121 121 1366327-021

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