Key account management

a complete action kit

Peter Cheverton

355 pages, parution le 14/01/2004 (3^eme édition)

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Résumé

With a free CD ROM containing key account selection software and planning tools. Any organization's key accounts are its lifeblood. This highly practical book puts forward a unique yet simple planning methodology for identifying, obtaining, retaining and developing key customers. Completely updated and revised with lots of new material to reflect the latest best practice, this edition will reinforce its standing as the premier book on the subject. This is one of very few books to take the long-term, team-selling strategic view of Key Account Management (KAM). Apart from finding great resonance with business practitioners all over the world, Key Account Management has established itself on many academic reading lists. Translated into five languages, it was also short-listed for Business Book of the Year in Sweden (2002). This new edition features: · lots of new case studies; · several new chapters; · significant updates on Selecting Key Customers, Key Account plans and the use of IT; · a new and updated CD ROM containing the Insight key account selection software and planning tools.

L'auteur - Peter Cheverton

Peter Cheverton is a Director of INSIGHT Marketing and People, an international training and consultancy firm specializing in marketing and key account management, with clients in fmcg, financial services, pharmaceuticals, speciality chemicals and IT. He is the author of Key Account Management, and Key Marketing Skills, both published by Kogan Page

Sommaire

Defining Key Account Management
The Customer's Perspective
Preparing For Key Account Management
Identifying Key Accounts
Entry Strategies
Meeting The Customer's Needs
Keeping On Track

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Peter Cheverton
Parution	14/01/2004
Édition	3^eme édition
Nb. de pages	355
Format	19 x 24,6
Couverture	Broché
Poids	807g
Intérieur	Noir et Blanc
EAN13	9780749441692
ISBN13	978-0-7494-4169-2