Key account management : learning from supplier and customer perspectives
Author(s)
Bibliographic Information
Key account management : learning from supplier and customer perspectives
Butterworth-Heinemann, 1998
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Note
"The Chartered Institute of Marketing/Butterworth-Heinemann Marketing Series"
"published in association with The Chartered Institute of Marketing"--T.p
Includes index
Description and Table of Contents
Description
Key account management is a natural development of customer focus and relationship marketing in business-to-business markets. It offers critical benefits and opportunities for profit enhancement to both sides of the seller/buyer dyad. Based on extensive and unique research by Cranfield School of Management, "Key Account Management" presents a new framework for understanding the development of key account relationships. It incorporates a comprehensive guide to the current practice of key account management, and comments on the challenges for the future of key account management practice. The research was based on in-depth interviews with key account managers, their managers and their main contacts in the customer organization. It addresses one of the key new areas in strategic marketing practice. It is ideal for practitioners and students.
Table of Contents
- The origins of key account management
- The evolution of key account relationships
- Key account planning in the context of strategic marketing planning
- Identifying and targeting key accounts
- Key account planning
- The role of the key account manager
- Positioning of the key account activity
- The Future of key account management
- Mini-cases.
by "Nielsen BookData"
