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Key Account Management

Tools and Techniques for Achieving Profitable Key Supplier Status

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.
EAN: 9780749469405
Edition: 6
Format: 240x170
416 pages

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.

About the authors

Peter Cheverton

Peter Cheverton is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of Global Account Management, Key Account Management, Key Marketing Skills, Key Account Management in Financial Services and Understanding Brands, all published by Kogan Page. For more information, visit Peter Cheverton's website at

More about Peter Cheverton

A combination of clarity, enthusiasm and common sense... reading this is a rewarding experience.

Professor Malcolm McDonald, Emeritus Professor, Cranfield School of Management