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
Available at 2 libraries
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  Iwate
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  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
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  United States of America
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"