Wow! eBook
If You're So Brilliant …How Come You Can't Identify Your Key Customers?: The Essential Guide to Key Account Selection
Author(s): Peter Cheverton (Author)
- Publisher: Kogan Page Business Books
- Publication Date: August 1, 2002
- Language: English
- Print length: 160 pages
- ISBN-10: 0749437294
- ISBN-13: 9780749437299
Book Description
Key account management (KAM) is not a sales initiative, it is a business-wide process that must be managed and supported from the top. Here we have a book or all those involved in the management of key accounts, but uncertain about how these important customers are identified, selected and managed. In a clean, direct style, Cheverton cuts to the quick and 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; achieve operational excellence. ‘Managing the future’ Cheverton says is the purpose of KAM: achieving a realistic balance between objectives, the market opportunity and the resources available. Global cases, tools, techniques and exercises are all features of this inspired little book.
Editorial Reviews
From the Publisher
Peter Cheverton is a director of Insight Marketing and People, an international training and consulting firm specializing in marketing and key account management. Consultant Editor for the series, Peter is also author of Key Marketing Skills and Key Account Management (Kogan Page)
About the Author
Peter Cheverton is Director of Insight Marketing & People, now established as the leading international training and consultancy firm in KAM implementation, working in 30+ countries including Australia, Austria, Belgium, Brazil, Canada, China, Denmark, France, Germany, Holland, Hong Kong, Italy, Mexico, Poland, Singapore, South Africa, Switzerland, Taiwan, UK & USA. His clients include some of the world’s major blue chip companies such as AstraZeneca, Dow Corning, DuPont, ICI, P&O and PPG. He is also the author of Key Marketing Skills (Kogan Page).
