Product 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. This handbook is designed for all those involved in the management of key accounts, but who are uncertain about how these important customers are identified, selected and managed. Peter Cheverton 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; and achieve operational excellence. According to Cheverton the purpose of KAM is "managing the future" - achieving a realistic balance between objectives, the market opportunity and the resources available. Global cases, tools, techniques and exercises are all included.

Product Details

• Amazon Sales Rank: #717734 in Books
• Published on: 2002-04-03
• Original language: English
• Number of items: 1
• Binding: Paperback
• 160 pages

S
‘Thank heavens for a book firmly grounded in the reality of business practicalities. This really is the essential guide to identifying and selecting your key accounts – one of the most important investment decisions your business has to make.'

Professor Malcolm McDonald
Thank heavens for a book firmly grounded in the reality of business practicalities. This really is the essential guide.

Salesforce
“Key account ‘guru’ Peter Cheverton… [has] got another, more accessible book out with a catchy title.”