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Key Account Management

Key Account Management

Tools and Techniques for Achieving Profitable Key Supplier Status

Peter Cheverton

From £34.99

Learn why when a unique yet simple methodology is effectively implemented, it can identify, win, retain and develop a company's key customers and accounts.

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About the book

An organization's key accounts are its lifeblood. Key account management focuses on the long-term investment of resources in customers that can offer an exceptional return on resources. But which are the key accounts? Are they the ones growing the fastest? The ones that are most financially secure? Or are they the ones that shout the loudest? Key Account Management puts forward a straightforward and effective planning methodology.

This fully updated 6th edition of Key Account Management takes a long-term, team-selling strategic view of the whole process, from defining the customer, to managing the relationship and achieving key supplier status. With coverage of latest best practice including IT's role in account management, plus new case studies, online supporting resources and a new section comparing how different industries/markets approach key account management, it stands alone as the premier book on managing key customers.

Online resources include helpful templates, guides for students and lecturers, and self tests to ensure that best practice is being followed.

Table Of Contents

  • Section - FIVE: Achieving strategic supplier status;
    • Chapter - 15: Being of strategic value;
    • Chapter - 16: How do they plan to grow?;
    • Chapter - 17: How do they aim to win?;
    • Chapter - 18: What drives them?;
    • Chapter - 19: A shared future?;
  • Section - SIX: The value proposition;
    • Chapter - 20: The customer’s total business experience;
    • Chapter - 21: The customer’s activity cycle;
    • Chapter - 22: Measuring the value – securing the reward;
    • Chapter - 23: Making the proposal;
  • Section - SEVEN: Planning and joint planning;
    • Chapter - 24: The key account plan;
    • Chapter - 25: Joint planning;
  • Section - EIGHT: Targeting;
    • Chapter - 26: Customer classification;
    • Chapter - 27: Customer distinction;
    • Chapter - 28: Global Account Management;
  • Section - NINE: Making it happen;
    • Chapter - 29: Sins and requirements;
    • Chapter - 30: Leadership and organization;
    • Chapter - 31: Skills, attitudes and behaviours;
    • Chapter - 32: The role of information technology;
    • Chapter - 33: Measuring customer profitability;
    • Chapter - 34: The implementation plan;
    • Chapter - 35: Training and further help
    • Chapter - 14: Supplier positioning: managing suppliers;
    • Chapter - 13: Purchasing organization: rationalization and centralization;
    • Chapter - 12: Supply chain management: seeking value;
    • Chapter - 11: The purchasing revolution;
  • Section - FOUR: Achieving key supplier status;
    • Chapter - 10: The good, the bad, the sad and the ugly;
    • Chapter - 09: Decision mapping and contact strategies;
    • Chapter - 08: From ‘bow-ties’ to ‘diamonds’;
  • Section - THREE: Relationship management;
    • Chapter - 07: Knowing the people, knowing your value;
    • Chapter - 06: Knowing the market, knowing your value;
  • Section - TWO: Analysis: opportunity and value;
    • Chapter - 05: What is Key Account Management?;
    • Chapter - 04: What is a key account?;
    • Chapter - 03: The spectrum of KAM ambition;
    • Chapter - 02: Why Key Account Management?;
    • Chapter - 01: The key account approach;
  • Section - ONE: Definitions and purpose;


A combination of clarity, enthusiasm and common sense... reading this is a rewarding experience.
Professor Malcolm McDonald, Emeritus Professor, Cranfield School of Management

Will help any business focus their sales activities where they matter... this is the essential guide to global best practice.
Winning Business

For those who are embarking on key account management from a major project perspective then this is a good introduction....it has good information and guidance on how to select your key accounts and the overall key account management process.
"Getting to Grips with Key Account Management" Kim Tasso's Blog

A good overview of analytical tools, sound advice on strategy, timely warnings and software and planning tools. We highly recommend this book to anyone with an interest in key corporate sales.
getAbstract, Inc.

Presents a planning methodology for identifying, obtaining, retaining, and developing key customers.
Journal of Economic Literature


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Book Details

  • EAN: 9780749469405
  • Edition: 6
  • Published: 3rd February 2015
  • Paperback
  • Format: 240x170
  • 416 pages

About the Author

Peter Cheverton is Director of Insight Marketing & People, now established as the leading international training and consultancy firm in KAM implementation, working in more than thirty countries including Australia, Austria, Belgium, Brazil, Canada, China, Denmark, France, Germany, Holland, Hong Kong, India, Italy, Korea, Malaysia, Mexico, Poland, Singapore, South Africa, Sweden, Switzerland, Taiwan, the United Kingdom and the United States, with a client list that includes some of the world's major blue chip companies. He is also the author of Understanding the Professional Buyer and Global Account Management (both published by Kogan Page).

Peter Cheverton