How Come You Can't Identify Your Key Customers? by Peter Cheverton

How Come You Can't Identify Your Key Customers? by Peter Cheverton

Key account management (KAM) is not a sales initiative, it is a business-wide process that must be managed and supported from the top. This handbook is designed for all those involved in the management of key accounts, but who are uncertain about how these important customers are identified, selected and managed. Peter Cheverton 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; and achieve operational excellence. According to Cheverton the purpose of KAM is "managing the future" - achieving a realistic balance between objectives, the market opportunity and the resources available. Global cases, tools, techniques and exercises are all included.

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.

SKU	Nicht verfügbar
ISBN 13	9780749437299
ISBN 10	0749437294
Titel	How Come You Can't Identify Your Key Customers?
Autor	Peter Cheverton
Buchzustand	Nicht verfügbar
Bindungsart	Paperback
Verlag	Kogan Page Ltd
Erscheinungsjahr	2002-04-03
Seitenanzahl	175
Hinweis auf dem Einband	Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Hinweis	Nicht verfügbar