How Come You Can't Identify Your Key Customers?: The Essential Guide to Key Account Selection (If You're So Brilliant) - Softcover

Cheverton, Peter

Softcover

ISBN 10: 0749437294 ISBN 13: 9780749437299

Verlag: Kogan Page, 2002

Inhaltsangabe

Key account management (KAM) is not a sales initiative, it is a business-wide process that must be managed and supported from the top. This handbook is designed for all those involved in the management of key accounts, but who are uncertain about how these important customers are identified, selected and managed. Peter Cheverton shows how to achieve the core objectives of KAM: retain existing customers in a competitive environment; grow through acquiring new long-term contracts; achieve global "preferred supplier" status; manage customers serviced by several departments in a consistent way; create a customer-intimate business; and achieve operational excellence. According to Cheverton the purpose of KAM is "managing the future" - achieving a realistic balance between objectives, the market opportunity and the resources available. Global cases, tools, techniques and exercises are all included.

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Über die Autorin bzw. den Autor

Peter Cheverton is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of Global Account Management, Key Account Management, Key Marketing Skills, Key Account Management in Financial Services and Understanding Brands, all published by Kogan Page.

Details zur Ausgabe

• Verlag: Kogan Page
• Erscheinungsdatum: 2002
• Sprache: Englisch
• ISBN 10: 0749437294
• ISBN 13: 9780749437299
• Einband: Taschenbuch
• Anzahl der Seiten: 175
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar