How Come You Can't Identify Your Key Customers?
How Come You Can't Identify Your Key Customers?
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Résumé
A handbook on key account management (KAM). In How Come You Can't Identify Your Key Customers? Peter Cheverton explores how to achieve the core objectives of KAM, such as how to retain customers in a competitive environment and how to create a customer-intimate business. There are global cases, tools, techniques and exercises.
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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 | Non disponible |
| ISBN 13 | 9780749437299 |
| ISBN 10 | 0749437294 |
| Titre | How Come You Can't Identify Your Key Customers? |
| Auteur | Peter Cheverton |
| État | Non disponible |
| Type de reliure | Paperback |
| Éditeur | Kogan Page Ltd |
| Année de publication | 2002-04-03 |
| Nombre de pages | 175 |
| Note de couverture | La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier. |
| Note | Non disponible |