Key Account Management In Financial Services: Tools and Techniques for Building Strong Relationships with Major Clients - Rilegato

Rilegato

ISBN 10: 0749441879 ISBN 13: 9780749441876

Casa editrice: Kogan Page Ltd, 2004

Riassunto

Most of what's published about financial services concerns retail customers or consumers, but this book deals with business customers--medium-size to big to globally big--who constitute the main source of revenue for many financial services companies. The four authors (two are with IBM Business Consulting Services) are seasoned global marketers who offer a practical guide to the processes of analysis, planning, implementation, and performance monitoring in business-to-business relationships. They begin by discussing why financial services are special and what constitutes a key account and then proceed to cover relationship development, the customer's perspective, goals and obstacles, identification of key accounts (in a 10-step process), entry strategies, the customer's needs, and timetables and performance measures. A CD-ROM is included. Distributed in the US by Stylus. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)

Su questo libro

Descrizione del libro:

Builds on the success of Peter Chevertons acclaimed book, Key Account Management (The essential guide to global best practice. - Winning Business)

First book devoted exclusively to this subject

Uses specific, tailored examples and case studies from global financial services sector

Shows how to identify and attract major customers and keep them

Free CD-ROM providing KAM analysis software and planning tools

L'autore:

Peter Cheverton is Director of Insight Marketing and People Ltd, the leading international training and consultancy firm in KAM implementation, working in more than 30 countries with some of the world's major blue chip companies. He is also the author of Key Account Management, 3rd Edition and Key Marketing Skills 2nd Edition (Kogan Page 2004). Bryan Foss is Banking Solutions Executive at IBM Global Financial Services, providing application-based customer insight and customer management solutions for retail banks and financial services worldwide. Dr Tim Hughes, a consultant for six years, worked on many marketing issues, mainly for financial services companies. He joined Bristol Business School in 2002 as a Senior Lecturer. Professor Merlin Stone is Business Research Leader with IBM's Business Consultancy Services. He is also the IBM Professor of Relationship Marketing at Bristol Business School, UK. A prolific author, he was recently named by the CIM as one of the world's top marketing gurus.

Su questa edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2004
• ISBN 10: 0749441879
• ISBN 13: 9780749441876
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 328
• Redattore: Cheverton Peter, Hughes Tim, Foss Bryan, Stone Merlin