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How Come You Can't Identify Your Key Customers? - The Essential Guide to Key Account Selection (Electronic book text, 1st edition)
How Come You Can't Identify Your Key Customers? - The Essential Guide to Key Account Selection (Electronic book text, 1st...
How Come You Can't Identify Your Key Customers? - The Essential Guide to Key Account Selection (Electronic book text, 1st...

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How Come You Can't Identify Your Key Customers? - The Essential Guide to Key Account Selection (Electronic book text, 1st edition)

Peter Cheverton

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Key account management (KAM) is not a sales initiative, it is a business-wide process that must be managed and supported from the top. This handbook is designed for all those involved in the management of key accounts, but who are uncertain about how these important customers are identified, selected and managed. Peter Cheverton shows how to achieve the core objectives of KAM: retain existing customers in a competitive environment; grow through acquiring new long-term contracts; achieve global "preferred supplier" status; manage customers serviced by several departments in a consistent way; create a customer-intimate business; and achieve operational excellence. According to Cheverton the purpose of KAM is "managing the future" - achieving a realistic balance between objectives, the market opportunity and the resources available. Global cases, tools, techniques and exercises are all included.

General

Imprint: Kogan Page
Country of origin: United Kingdom
Release date: September 2005
First published: 2005
Authors: Peter Cheverton
Format: Electronic book text
Pages: 175
Edition: 1st edition
ISBN-13: 978-0-7494-4611-6
Barcode: 9780749446116
Categories: Promotions
Books > Business & Economics > Business & management > Sales & marketing > Customer services
Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
LSN: 0-7494-4611-0

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