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.
- ISBN10 0749446110
- ISBN13 9780749446116
- Publish Date 3 September 2005 (first published 3 April 2002)
- Publish Status Permanently Withdrawn
- Out of Print 20 December 2012
- Publish Country GB
- Imprint Kogan Page Ltd
- Format eBook
- Pages 175
- Language English