Implementing key account management : designing customer-centric processes for mutual growth
By: Marcos, Javier
Title By: Davis, Mark | Guesalaga, Rodrigo | Holt, Sue
Material type: BookPublisher: New York : Kogan Page Ltd, 2018.Description: xvii, 328 p. : ill. ; 25 cm.ISBN: 9780749482756Subject(s): Financial services industry -- Management | Marketing -- Key accounts | Customer servicesDDC classification: 658.804 MA IMItem type | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.804 MA IM (Browse shelf) | Available | Feb2020 | T0063763 |
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658.804 HU BU Business marketing management : B2B / | 658.804 HU BU Business marketing management : B2B / | 658.804 HU BU Business marketing management : B2B / | 658.804 MA IM Implementing key account management : | 658.804 TA BT B2B marketing strategy : | 658.804 TO TE Technical marketing communication : a guide to writing, design, and delivery | 658.8076 AD ST Study guide to accompany Stanton, Miller and Layton fundamentals of marketing. |
Includes index.
Introduction to implementing key account management -- Re-engaging strategic customers -- Adopting key account management -- Building customer understanding and value planning -- Developing customer relationships -- Developing winning offerings -- Creating compelling customer value propositions -- Co-creating value with key customers -- Designing customer-centric approaches and processes -- The role of the key account manager and the kam team -- Measuring KAM performance -- Motivating, incentivizing and rewarding for KAM -- KAM and procurement: the buyer's perspective and value-based negotiation -- International key account management -- Assessing your KAM programme: a framework -- The KAM framework -- Index.
Implementing Key Account Management is a highly practical handbook that guides readers through the realities of rolling out a functional key account management programme. The book offers an integrated framework for key account management (KAM) that businesses can use to design or further develop strategic customer management programmes, enabling them to overcome the obstacles that organizations often face when rolling out their strategies.
Bringing together the experiences of leading experts within this field, Implementing Key Account Management draws on two decades of research and best practice from Cranfield University School of Management, one of the foremost centres for researcher and thought leadership in KAM. Between them, the authors have designed and delivered programmes globally for clients such as Rolls-Royce, Unilever, Vodafone, The Economist and many more. Rigorously researched, well-grounded and practical, this book is - quite simply - the definitive, go-to resource for implementing key account management programmes.