Managing major accounts : shaping and exploiting your firm's intangible assets
著者
書誌事項
Managing major accounts : shaping and exploiting your firm's intangible assets
（McGraw-Hill marketing for professionals）
McGraw-Hill Book Company, c1996
- pbk. : alk. paper
大学図書館所蔵 件 / 全2件
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注記
Includes index
内容説明・目次
内容説明
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.
目次
- 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.
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