Key Account Management in Financial Services

Tools and Techniques for Building Strong Relationships with Major Clients

Tim Hughes, Peter Cheverton, Bryan Foss, Merlin Stone

330 pages, parution le 15/11/2004

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Résumé

Key account management (KAM) has never been so important in the financial services (FS) industry.

As the FS market becomes more competitive, more global and more mature, effective customer relationship management (CRM) has become a big issue, of which the KAM approach is an essential part.

Key Account Management in Financial Services has been written in response to demand for a book devoted exclusively to the subject for this market. It offers specific advice on marketing and selling financial products, with real-world examples and case studies from FS companies around the globe.

Compiled from original in-depth research and interviews, it is divided into seven parts and is designed to take the reader through the process of analysis, planning, implementation and performance monitoring, so it can be used as a 'before, during, and after' guide to practical implementation.

This book is a must-have for anyone working or studying in this field.

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

L'auteur - Bryan Foss

Bryan Foss is Customer Loyalty Solutions Executive within IBM Global Financial Services, currently leading an IBM business providing and integrating application-based CRM solutions for Financial Services companies worldwide. Typical B2C and B2B projects have included pragmatic customer management consulting, data warehouse & marketing database build, data analysis and data mining, and integrated customer campaign communications, including contact centre, web and mobile e-business.

L'auteur - Merlin Stone

Merlin Stone is IBM Professor of Marketing at SEMS. He is a founder member of the Institute of Direct Marketing and a co-author of Up Close and Personal (Kogan Page, 1999) with Paul Gamble and Neil Woodcock.

Sommaire

Defining Key Account Management in Financial Services
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)	Tim Hughes, Peter Cheverton, Bryan Foss, Merlin Stone
Parution	15/11/2004
Nb. de pages	330
Format	19 x 25,5
Couverture	Relié
Poids	1030g
Intérieur	Noir et Blanc
EAN13	9780749441876
ISBN13	978-0-7494-4187-6