Key account management : tools and techniques for achieving profitable key supplier status /

"An organization's key accounts are its lifeblood. Key account management focuses on the long-term investment of resources in customers that can offer an exceptional return on resources. But which are the key accounts? Are they the ones growing the fastest? The ones that are most financial...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Cheverton, Peter
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; Philadelphia : Kogan Page, 2015.
Edición:Sixth edition.
Temas:
Selling > Key accounts.
Marketing > Key accounts.
Customer services.
Budgets de publicité.
Service à la clientèle.
Sales & marketing.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Sales & Selling.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Kundengruppenmanagement
Verkoop.
Verkooptechnieken.
Management.
Verkooporganisatie.
Verkopen.
Key account management.
Marknadsföring.
Kundkontakter.
Kundservice.
Customer contacts.
Marketing.
Försäljningsorganisation.
Sales and marketing.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • About the author
  • Foreword / by Professor Malcolm McDonald
  • Preface
  • Preface to the sixth edition
  • Acknowledgements
  • And it was all going so very well ...
  • Part One Definitoins and purpose
  • 01 The key account approach
  • 02 Why Key Account Management?
  • 03 The spectrum of KAM ambition
  • 04 What is a key account?
  • 05 What is Key Account Management?
  • Part Two Analysis: opportunity and value
  • 06 Knowing the market, knowing your value
  • 07 Knowing the people, knowing your value
  • Part Three Relationship management
  • 08 From 'bow-ties' to 'diamonds'
  • 09 Decision mapping and contact strategies
  • 10 The good, the bad, the sad and the ugly
  • Part Four Achieving key supplier status
  • 11 The purchasing revolution
  • 12 Supply chain management: seeking value
  • 13 Purchasing organization: rationalization and centralization
  • 14 Supplier positioning: managing suppliers
  • Part Five Achieving strategic supplier status
  • 15 Being of strategic value
  • 16 How do they plan to grow?
  • 17 How do they aim to win?
  • 18 What drives them?
  • 19 A shared future?
  • Part Six The value proposition
  • 20 The customer's total business experience
  • 21 The customer's activity cycle
  • 22 Measuring the value
  • securing the reward
  • 23 Making the proposal
  • Part Seven Planning and joint planning
  • 24 The key account plan
  • 25 Joint planning
  • Part Eight Targeting
  • 26 Customer classification
  • 27 Customer distinction
  • 28 Global Account Management
  • Part Nine Making it happen
  • 29 Sins and requirements
  • 30 Leadership and organization
  • 31 Skills, attitudes and behaviours
  • 32 The role of information technology
  • 33 Measuring customer profitability
  • 34 The implementation plan
  • 35 Training and further help
  • Index.

Ejemplares similares