Key Account Management

Key Account Management contains unique methodology for identifying, obtaining, retaining and developing key customers. The only KAM book that focuses on implementation rather than theory, it provides tools for use in the real world.

Key Account Management is a highly practical book with a unique yet simple planning methodology for identifying, obtaining, retaining and developing key customers - the lifeblood of any organization.

Fully re-written to reflect the most recent trends and challenges, this new edition will reinforce its standing as the premier book on the subject. Very few books take the long-term, team-selling strategic view of KAM that this book takes, and it is the only book which focuses on implementation rather than theory. Based on real and current experience of companies facing the challenge, it provides tools for use in the real world that will help you to plan your own strategy as you proceed. The case studies span the full breadth of the KAM experience: FMCG, Retail, B2B, Petrochemical, Speciality Chemical, Service Industry, Pharmaceutical, IT and Financial Services.

With a CD ROM containing ready-to-use application tools, Key Account Management has found a global resonance with business practitioners, whilst also establishing itself on many academic reading lists.

BOOK DETAILS : CONTENTS INCLUDE :

Part I: Definitions and purpose

1. The challenge

2. Why Key Account Management: aggressive or defensive?

3. What is a key account? An investment

4. What is Key Account Management?

Part II: Analysis: opportunity and value

5. Knowing the market, knowing your value

6. Knowing the people, knowing your value

Part III: Relationship management

7. From ‘bowties’ to ‘diamonds’

8. Contact strategies

9. The human factor

10. The good, the bad, the sad and the ugly

Part IV Achieving key supplier status

11. The purchasing revolution

12. Supply chain management: seeking value

13. Purchasing organization

14. Supplier positioning: managing suppliers

Part V Achieving strategic supplier status

15. Being of strategic value

16. How are they growing?

17. How do they aim to win?

18. What drives them?

19. A shared future?

Part VI The value proposition

20. The customer’s total business experience

21. The customer’s activity cycle

22. Measuring the value

23. Making the proposal

Part VII Targeting: customer classification and distinction

24. Customer classification

25. Customer distinction

Part VIII Making it happen: preparing for KAM

26. Sins and requirements

27. Leadership and organization

28. The skills required

29. IT systems

30. Measuring customer profitability

31. The key account plan

32. Tracking progress

33. Getting further help