Managing major accounts : shaping and exploiting your firm's intangible assets
Author(s)
Bibliographic Information
Managing major accounts : shaping and exploiting your firm's intangible assets
（McGraw-Hill marketing for professionals）
McGraw-Hill Book Company, c1996
- pbk. : alk. paper
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Note
Includes index
Description and Table of Contents
Description
This work seeks to show that many firms possess unique, but usually intangible, assets which can be shaped and exploited to create a market differentiation. Structured into two sections, the text covers how to develop account strategy and the tools and tactics of account management practice.
Table of Contents
- Stars and consellations
- picking out the stars
- new ways of thinking
- a view from the other side
- creating a customer serving agenda
- managing the manageable
- close encounters of a special kind
- positional play behind a solid defence
- barriers to achievement
- negotiating the maze
- major account profitability
- creating sustainable customer partnerships
- the account manager's toolkit.
by "Nielsen BookData"
