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Key Account Management, 5th Edition

Book Description

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. 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.

Table of Contents

  1. Cover page
  2. Title page
  3. Imprint
  4. Table of contents
  5. Foreword
  6. Acknowledgements
  7. Preface
  8. Preface to the fifth edition
  9. About the author
  10. And it was all going so very well
  11. Part One Definitions and purpose
    1. 1. The key account approach
    2. 2. Why Key Account Management?
    3. 3. The spectrum of KAM ambition
    4. 4. What is a key account?
    5. 5. What is Key Account Management?
  12. Part Two Analysis: opportunity and value
    1. 6. Knowing the market, knowing your value
    2. 7. Knowing the people, knowing your value
  13. Part Three Relationship management
    1. 8. From ‘bow-ties’ to ‘diamonds’
    2. 9. Decision mapping and contact strategies
    3. 10. The good, the bad, the sad and the ugly
  14. Part Four Achieving key supplier status
    1. 11. The purchasing revolution
    2. 12. Supply chain management: seeking value
    3. 13. Purchasing organization: rationalization and centralization
    4. 14. Supplier positioning: managing suppliers
  15. Part Five Achieving strategic supplier status
    1. 15. Being of strategic value
    2. 16. How are they growing?
    3. 17. How do they aim to win?
    4. 18. What drives them?
    5. 19. A shared future?
  16. Part Six The value proposition
    1. 20. The customer’s total business experience
    2. 21. The customer’s activity cycle
    3. 22. Measuring the value
    4. 23. Making the proposal
  17. Part Seven Planning and joint planning
    1. 24. The key account plan
    2. 25. Joint planning
  18. Part Eight Targeting
    1. 26. Customer classification
    2. 27. Customer distinction
    3. 28. Global Account Management
  19. Part Nine Making it happen
    1. 29. Sins and requirements
    2. 30. Leadership and organization
    3. 31. The skills required
    4. 32. The role of information technology
    5. 33. Measuring customer profitability
    6. 34. The implementation plan
    7. 35. Training and getting further help
  20. Index
  21. Full imprint