Key account management
Subtitle: tools and techniques for achieving profitable key supplier status
By: Peter Cheverton
Edition: 5th ed.
Publisher: Kogan Page
Published: 2012
Place of publication: Philadelphia, PA
Language: eng
ISBN-13: 9780749463519; 9780749462215
Subjects: Marketing; Selling; Key accounts; Customer services
Notes: Includes index.
Table of contents: title: Foreword by professor Malcolm McDonald; title: Acknowledgements; title: Preface; title: Preface to the fifth edition; title: Definitions and purpose; title: The key account approach; title: Why key account management?; title: The spectrum of KAM ambition; title: What is a key account?; title: What is key account management?; title: Analysis: opportunity and value; title: Knowing the market, knowing your value; title: Knowing the people, knowing your value; title: Relationship management; title: From "bow-ties" to "diamonds"; title: Decision mapping and contact strategies; title: The good, the bad, the sad, and the ugly; title: Achieving key supplier status; title: The purchasing revolution; title: Supply chain management : seeking value; title: Purchasing organization : rationalization and centralization; title: Supplier positioning : managing suppliers; title: Achieving strategic supplier status; title: Being of strategic value; title: How are they growing?; title: How do they aim to win?; title: What drives them?; title: A shared future?; title: The value proposition; title: The customer's total business experience; title: The customer's activity cycle; title: Measuring the value; title: Making the proposal; title: Planning & joint planning; title: The key account plan; title: Joint planning; title: Targeting; title: Customer classification; title: Customer distinction; title: Global account management; title: Making it happen; title: Sins and requirements; title: Leadership and organization; title: The skills required; title: The role of information technology; title: Measuring customer profitability; title: The implementation plan; title: Training and getting further help; title: Index.