Peter Cheverton

Key Account Management (eBook, ePUB)

Tools and Techniques for Achieving Profitable Key Supplier Status

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 416
• Erscheinungstermin: 3. Februar 2015
• Englisch
• ISBN-13: 9780749469412
• Artikelnr.: 42187450

Autorenporträt

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).

Inhaltsangabe

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 Definitions 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
For free online support material please go to the Kogan Page website:
www.koganpage.com/KAM6

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• Section - ONE: Definitions and purpose;
• • Chapter - 01: The key account approach;
  • Chapter - 02: Why Key Account Management?;
  • Chapter - 03: The spectrum of KAM ambition;
  • Chapter - 04: What is a key account?;
  • Chapter - 05: What is Key Account Management?;
• Section - TWO: Analysis: opportunity and value;
• • Chapter - 06: Knowing the market, knowing your value;
  • Chapter - 07: Knowing the people, knowing your value;
• Section - THREE: Relationship management;
• • Chapter - 08: From 'bow-ties' to 'diamonds';
  • Chapter - 09: Decision mapping and contact strategies;
  • Chapter - 10: The good, the bad, the sad and the ugly;
• Section - FOUR: Achieving key supplier status;
• • Chapter - 11: The purchasing revolution;
  • Chapter - 12: Supply chain management: seeking value;
  • Chapter - 13: Purchasing organization: rationalization and centralization;
  • Chapter - 14: Supplier positioning: managing suppliers;
• Section - FIVE: Achieving strategic supplier status;
• • Chapter - 15: Being of strategic value;
  • Chapter - 16: How do they plan to grow?;
  • Chapter - 17: How do they aim to win?;
  • Chapter - 18: What drives them?;
  • Chapter - 19: A shared future?;
• Section - SIX: The value proposition;
• • Chapter - 20: The customer's total business experience;
  • Chapter - 21: The customer's activity cycle;
  • Chapter - 22: Measuring the value - securing the reward;
  • Chapter - 23: Making the proposal;
• Section - SEVEN: Planning and joint planning;
• • Chapter - 24: The key account plan;
  • Chapter - 25: Joint planning;
• Section - EIGHT: Targeting;
• • Chapter - 26: Customer classification;
  • Chapter - 27: Customer distinction;
  • Chapter - 28: Global Account Management;
• Section - NINE: Making it happen;
• • Chapter - 29: Sins and requirements;
  • Chapter - 30: Leadership and organization;
  • Chapter - 31: Skills, attitudes and behaviours;
  • Chapter - 32: The role of information technology;
  • Chapter - 33: Measuring customer profitability;
  • Chapter - 34: The implementation plan;
  • Chapter - 35: Training and further help

Rezensionen

"A combination of clarity, enthusiasm and common sense... reading this is a rewarding experience." Professor Malcolm McDonald, Emeritus Professor, Cranfield School of Management