Key Account Management: Tools and Techniques for Achieving Profitable Key Supplier Status, 6th Edition
- 7h 28m
- Peter Cheverton
- Kogan Page
- 2015
Any organization's key accounts are its lifeblood. Key Account Management puts forward a unique yet straightforward planning methodology for identifying, obtaining, retaining and developing key customers. Key account management focuses on the long-term investment of resources -- both in terms of product quality and account managers -- into a customer that can offer an exceptional return on resources. But which are the key accounts? Are they the ones growing the fastest? The ones who are most financially secure? Or are they the ones who shout the loudest?
Now in its sixth edition, Key Account Management takes a long-term, team-selling strategic view of the whole process -- from defining the customer, to managing the relationship and achieving key supplier status. With new material to reflect latest best practice, and new online resources, it stands alone as the premier book on managing key customers.
About the Author
Peter Cheverton is founding Director of INSIGHT Marketing and People, a global training and consulting firm specializing in the development of customer-focused business strategies, with a strong focus on Key Account Management and Business Leadership. He has developed an international reputation as one of the leading experts in these challenging areas, working hands-on with clients around the world. He is author of Key Marketing Skills, Global Account Management and Key Account Management in Financial Services (Kogan Page).
In this Book
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The Key Account Approach
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Why Key Account Management?
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The Spectrum of KAM Ambition
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What is a Key Account?
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What is Key Account Management?
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Knowing the Market, Knowing Your Value
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Knowing the People, Knowing Your Value
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From 'Bow-Ties' to 'Diamonds'
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Decision Mapping and Contact Strategies
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The Good, the Bad, the Sad and the Ugly
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The Purchasing Revolution
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Supply Chain Management: Seeking Value
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Purchasing Organization: Rationalization and Centralization
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Supplier Positioning: Managing Suppliers
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Being of Strategic Value
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How Do they Plan to Grow?
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How Do they Aim to Win?
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What Drives them?
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A Shared Future?
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The Customer's Total Business Experience
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The Customer's Activity Cycle
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Measuring the Value – Securing the Reward
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Making the Proposal
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The Key Account Plan
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Joint Planning
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Customer Classification
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Customer Distinction
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Global Account Management
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Sins and Requirements
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Leadership and Organization
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Skills, Attitudes and Behaviours
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The Role of Information Technology
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Measuring Customer Profitability
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The Implementation Plan
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Training and Further Help
