Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. Formerly Professor of Marketing and Deputy Director at Cranfield University School of Management, he is now an Emeritus Professor at the University and an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, across strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals. He has written over 40 books, including the best-selling Marketing Plans: How to prepare them, how to use them. Beth Rogers , BA, MBA, FCIM, PhD, PFHEA, is recognised internationally for her contribution to sales education. She was one of the original Cranfield research team on key account management in the 1990s, and has shared her expertise with companies and educational institutes across many sectors and geographies including the USA, China, South Africa and Europe. Formerly a business development manager in information technology, she pioneered sales teaching methodology at Portsmouth Business School, and chaired the project board which developed National Occupational Standards for UK sales.

She is Director of two organisations, and writes articles for business publications. Professor Malcolm McDonald persuaded her to join him in writing this book because of her outstanding teaching and writing skills, and because she is so highly regarded internationally in the key account management domain.