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Author: Malcolm McDonald
Publisher:
ISBN: 9780750632782
Category : Business & Economics
Languages : en
Pages : 194
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Book Description
Key account management is a natural development of customer focus and relationship marketing in business-to-business markets. It offers critical benefits and opportunities for profit enhancement to both sides of the seller/buyer dyad. Based on extensive and unique research by Cranfield School of Management, Key Account Management presents a new framework for understanding the development of key account relationships. It incorporates a comprehensive guide to the current practice of key account management, and comments on the challenges for the future of key account management practice. The research was based on in-depth interviews with key account managers, their managers and their main contacts in the customer organization. Addresses one of the key new areas in strategic marketing practice Ideal for practitioners and students Based on the unique expertise of the Cranfield Marketing Faculty
Author: Malcolm McDonald
Publisher:
ISBN: 9780750632782
Category : Business & Economics
Languages : en
Pages : 194
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Book Description
Key account management is a natural development of customer focus and relationship marketing in business-to-business markets. It offers critical benefits and opportunities for profit enhancement to both sides of the seller/buyer dyad. Based on extensive and unique research by Cranfield School of Management, Key Account Management presents a new framework for understanding the development of key account relationships. It incorporates a comprehensive guide to the current practice of key account management, and comments on the challenges for the future of key account management practice. The research was based on in-depth interviews with key account managers, their managers and their main contacts in the customer organization. Addresses one of the key new areas in strategic marketing practice Ideal for practitioners and students Based on the unique expertise of the Cranfield Marketing Faculty
Author: Diana Woodburn
Publisher: John Wiley & Sons
ISBN: 047097415X
Category : Business & Economics
Languages : en
Pages : 497
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Book Description
"This book is crammed with distilled, practical wisdom for key account managers and their directors. Organizations claiming to practise key account management should equip everyone involved with a copy, so they really understand what they are supposed to be doing. Anything less is just old-fashioned selling." Developing successful business-to-business relationships with more customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state-of-the-art strategies are set out clearly in this book by intentionally known authors who have worked at the highest levels with more key and strategic account managers worldwide than probably any other leading advisors. Based on the hugely influential KEY CUSTOMERS it looks at: Why has account management become so critical to commercial success? What are the key challenges and how do successful companies respond? What part does key account management play in strategic planning? How do companies build profitable relationships with their customers? How does key account management actually work? What does a successful key account manager look like and what skills does he/she need? How should key account managers be evaluated and rewarded? How do companies achieve key account management? By addressing these key questions Woodburn and McDonald provide tools and processes for success honed by tough consultancy projects with the boards of some of the world's leading companies. The book stresses the elements that really matter - from developing a customer categorization system that really works and analyzing the needs of key accounts; to understanding the new skills required by key account managers and ensuring that key account plans are implemented. The 'real world' approach is backed by tested principles and the latest research from the renowned Cranfield School of Management. Key Account Management comes from authors who have taught leading companies how to approach their most powerful and demanding customers and still make money. It is essential reading for all senior management with strategic responsibility, for key or strategic account directors, and for marketing and sales executives. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student as well as business-to-business company directors and key account managers.
Author: Peter Cheverton
Publisher: Kogan Page Publishers
ISBN: 9780749441692
Category : Business & Economics
Languages : en
Pages : 374
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Book Description
With a free CD ROM containing key account selection software and planning tools. Any organization's key accounts are its lifeblood. This highly practical book puts forward a unique yet simple planning methodology for identifying, obtaining, retaining and developing key customers. Completely updated and revised with lots of new material to reflect the latest best practice, this edition will reinforce its standing as the premier book on the subject. This is one of very few books to take the long-term, team-selling strategic view of Key Account Management (KAM). Apart from finding great resonance with business practitioners all over the world, Key Account Management has established itself on many academic reading lists. Translated into five languages, it was also short-listed for Business Book of the Year in Sweden (2002). This new edition features: lots of new case studies; several new chapters; significant updates on Selecting Key Customers, Key Account plans and the use of IT; a new and updated CD ROM containing the Insight key account selection software and planning tools.
Author: Peter Cheverton
Publisher: Kogan Page Publishers
ISBN: 0749469412
Category : Business & Economics
Languages : en
Pages : 416
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Book Description
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 financially secure? Or are they the ones that shout the loudest? Key Account Management puts forward a straightforward and effective planning methodology. This fully updated 6th edition of 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 coverage of latest best practice including IT's role in account management, plus new case studies, online supporting resources and a new section comparing how different industries/markets approach key account management, it stands alone as the premier book on managing key customers. Online resources include helpful templates, guides for students and lecturers, and self tests to ensure that best practice is being followed.
Author: Javier Marcos
Publisher: Kogan Page Publishers
ISBN: 0749482761
Category : Business & Economics
Languages : en
Pages : 353
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Book Description
Implementing Key Account Management is a highly practical handbook that guides readers through the realities of rolling out a functional key account management programme. The book offers an integrated framework for key account management (KAM) that businesses can use to design or further develop strategic customer management programmes, enabling them to overcome the obstacles that organizations often face when rolling out their strategies. Bringing together the experiences of leading experts within this field, Implementing Key Account Management draws on two decades of research and best practice from Cranfield University School of Management, one of the foremost centres for researcher and thought leadership in KAM. Between them, the authors have designed and delivered programmes globally for clients such as Rolls-Royce, Unilever, Vodafone, The Economist and many more. Rigorously researched, well-grounded and practical, this book is - quite simply - the definitive, go-to resource for implementing key account management programmes.
Author: Jim Blythe
Publisher: Cengage Learning Business Press
ISBN: 9781844800230
Category : Business & Economics
Languages : en
Pages : 290
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Book Description
This new core text focuses on all branches of selling and sales management, from personal selling through to key account management. It focuses on business-to-business selling as well as the sale of consumer products. It also includes a wealth of real examples used throughout the text and four major case studies at the end of each part. Case material is drawn from a range of diverse industries, both MNEs and SMEs--software corporations, major construction projects, cosmetics, small engineering companies and the B2C selling of home improvements and brown goods. This new core text focuses on all branches of selling and sales management, from personal selling through to key account management. It focuses on business-to-business selling as well as the sale of consumer products. It also includes a wealth of real examples used throughout the text and four major case studies at the end of each part. Case material is drawn from a range of diverse industries, both MNEs and SMEs--software corporations, major construction projects, cosmetics, small engineering companies and the B2C selling of home improvements and brown goods.
Author: Mike Moorman
Publisher: Routledge
ISBN: 1000573397
Category : Business & Economics
Languages : en
Pages : 174
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Book Description
Key Account Management Excellence in Pharma & Medtech is designed to help life sciences practitioners develop and execute innovative and effective key account management (KAM) strategies and capabilities. Pharmaceutical and medtech companies are increasingly pursuing KAM in response to the rapid rise of large, sophisticated and complex healthcare provider and payer systems and groups. Those that invest the time to get KAM right will protect their business and grow with these rising customers. This book is groundbreaking in both its scope and its tailoring of leading KAM practices specifically for life sciences. The central theme is that "key account management is an organization-wide business strategy, not just a role or a sales-specific initiative." KAM is a strategy focused on providing unique offerings and value through an orchestrated, cross-functional, go-to-market model designed specifically to address the needs and engagement preferences of a unique segment of customers. The insights and practices shared in this book are designed to be a valuable reference at every stage of the KAM journey. The book has been designed to facilitate a common language and deep understanding of KAM issues and leading practices organization-wide—particularly for life sciences leaders, account managers and cross-functional team members responsible for building, transforming and supporting their organization’s KAM strategies and capabilities.
Author: Christian Belz
Publisher:
ISBN: 9783868801125
Category :
Languages : en
Pages : 348
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Book Description
Author: Roger E. Jones
Publisher:
ISBN: 9781906610593
Category : Management
Languages : en
Pages : 112
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Book Description
The new, 2nd edition of the Key Account Manager's Pocketbook gives practical advice on how to keep and develop important customers, thereby maximising ongoing revenue streams, reducing sales costs, improving investment planning and increasing market knowledge. It opens by describing the key account manager's role and then goes on to describe how to rise up the so-called customer perception ladder, moving from a simple commodity supplier to developing a solid, long-term business partnership with your key customers. The author next explains how to develop the 'key account development plan', how to increase your influence with the decision-maker in your key account (relationship management) and how to win new business. The final chapter runs through the essential steps of key account handling. There are short exercises throughout which, if carried out, will help to reinforce the key learning points.
Author: Malcolm McDonald
Publisher: Kogan Page Publishers
ISBN: 0749480793
Category : Business & Economics
Languages : en
Pages : 249
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Book Description
Malcolm McDonald on Key Account Management explores the challenges of winning, retaining and developing key accounts. Key accounts are customers who help their suppliers grow, and consequently, they wield significant power. Although they are the key to market share and revenue growth, the costs of serving key accounts can erode profitability unless they are thoroughly understood and managed. Malcolm McDonald on Key Account Management takes a step-by-step approach to presenting best practice in key account management. Whether your business is starting up or well-established, there is always more to discover about improving the way value is created between you and your most important customers. Malcolm McDonald and Beth Rogers have spent over twenty years researching, teaching and consulting on key account management, and have condensed their knowledge into this book, focusing on making it clear, concise and easy to use.
