- Focuses on practical implementation rather than the theory of account management
- Helps boost account management effectiveness with practical tools including new and updated online resources
- Brings the elements of key account management together to help practitioners form and implement their own strategy
- Online resources: Helpful templates, guides for students and lecturers, and self tests
Key Account Management
Tools and Techniques for Achieving Profitable Key Supplier Status
Learn why when a unique yet simple methodology is effectively implemented, it can identify, win, retain and develop a company's key customers and accounts.
Key features at a glance
EAN: 9780749469405
Edition: 6
Published:
Format: 240x170
416 pages
About the book
An organization's key accounts are its lifeblood. Key account management focuses on the long-term investment of resources in customers that can offer an exceptional return on resources. But which are the key accounts? Are they the ones growing the fastest? The ones that are most financially secure? Or are they the ones that shout the loudest? Key Account Management puts forward a straightforward and effective planning methodology.
This fully updated 6th edition of Key Account Management takes a long-term, team-selling strategic view of the whole process, from defining the customer, to managing the relationship and achieving key supplier status. With coverage of latest best practice including IT's role in account management, plus new case studies, online supporting resources and a new section comparing how different industries/markets approach key account management, it stands alone as the premier book on managing key customers.
Online resources include helpful templates, guides for students and lecturers, and self tests to ensure that best practice is being followed.
About the authors
Peter Cheverton is Director of Insight Marketing & People, now established as the leading international training and consultancy firm in KAM implementation, working in more than thirty countries including Australia, Austria, Belgium, Brazil, Canada, China, Denmark, France, Germany, Holland, Hong Kong, India, Italy, Korea, Malaysia, Mexico, Poland, Singapore, South Africa, Sweden, Switzerland, Taiwan, the United Kingdom and the United States, with a client list that includes some of the world's major blue chip companies. He is also the author of Understanding the Professional Buyer and Global Account Management (both published by Kogan Page).
A combination of clarity, enthusiasm and common sense... reading this is a rewarding experience.
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