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	Unavailable
ISBN 13	9780749437299
ISBN 10	0749437294
Title	How Come You Can't Identify Your Key Customers?
Author	Peter Cheverton
Condition	Unavailable
Binding Type	Paperback
Publisher	Kogan Page Ltd
Year published	2002-04-03
Number of pages	175
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note	Unavailable