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

Cheverton, Peter

Brossura

ISBN 10: 0749437294 ISBN 13: 9780749437299

Casa editrice: Kogan Page Ltd, 2002

Riassunto

Key account management (KAM) is not a sales initiative, it is a business-wide process that must be managed and supported from the top. Here we have a book or all those involved in the management of key accounts, but uncertain about how these important customers are identified, selected and managed. In a clean, direct style, Cheverton cuts to the quick and 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; achieve operational excellence. 'Managing the future' Cheverton says is the purpose of KAM: achieving a realistic balance between objectives, the market opportunity and the resources available. Global cases, tools, techniques and exercises are all features of this inspired little book.

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Informazioni sull'autore

<b>Peter Cheverton</b> 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 <i><b>Global Account Management</b></i>, <i><b>Key Account Management</b></i>, <i><b>Key Marketing Skills</b></i>,<b> <i>Key Account Management in Financial Services</i></b> and <i><b>Understanding Brands</b></i>, all published by Kogan Page.

Dettagli dell'edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2002
• Lingua: Inglese
• ISBN 10: 0749437294
• ISBN 13: 9780749437299
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 175
• Contatto del produttore: non disponibile
• Persona responsabile: eucomply OÜ; hello@eucompliancepartner.com; ; Pärnu mnt 139b-14; Tallinn; 11317; Estonia