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.

Su questo libro

Informazioni sull?autore

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.

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