Key Account Management : Tools and Techniques for Achieving Profitable Key Supplier Status

by Cheverton, Peter

Edition: 4th

ISBN13: 9780749452773

ISBN10: 0749452773

Format: Paperback

Pub. Date: 2008-06-01

Publisher(s): Kogan Page Ltd

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Summary

Very few books take the long-term, team-selling strategic view of KAM that this book takes. Focusing on implementation rather than theory,Key Account Managementis a highly practical book with a unique yet simplle planning methodology for identifying, obtaining, retaining, and developing key customers. Based on real and current experience of companies facing the KAM challenge, it provides tools for use in the real world that will help readers plan their own strategy as they proceed.

Author Biography

Peter Cheverton is Director of Insight Marketing & People, an international training and consulting firm in KAM working in 30+ countries. His clients include some of the world’s major blue chip companies such as AstraZeneca, Dow Corning, DuPont, ICI, and PPG. He is the author of Key Marketing Skills and Global Account Management (both Kogan Page).

Foreword
And it was all going so very well
Definitions and Purpose	p. 1
The challenge	p. 3
Why Key Account Management: aggressive or defensive?	p. 8
What is a key account? An investment	p. 16
What is Key Account Management?	p. 23
Analysis: Opportunity and Value	p. 35
Knowing the market, knowing your value	p. 37
Knowing the people, knowing your value	p. 52
Relationship Management	p. 63
From 'bow-ties' to 'diamonds'	p. 65
Contact strategies	p. 91
The human factor	p. 114
The good, the bad, the sad and the ugly	p. 121
Achieving Key Supplier Status	p. 131
The purchasing revolution	p. 133
Supply chain management: seeking value	p. 141
Purchasing organization: rationalization and centralization	p. 149
Supplier positioning: managing suppliers	p. 160
Achieving Strategic Supplier Status	p. 181
Being of strategic value	p. 183
How are they growing?	p. 192
How do they aim to win?	p. 202
What drives them?	p. 208
A shared future?	p. 217
The Value Proposition	p. 225
The customer's total business experience	p. 227
The customer's activity cycle	p. 236
Measuring the value	p. 248
Making the proposal	p. 253
Targeting: Customer Classification and Distinction	p. 261
Customer classification	p. 263
Customer distinction	p. 287
Making It Happen: Preparing for KAM	p. 295
Sins and requirements	p. 297
Leadership and organization	p. 302
The skills required	p. 316
IT systems	p. 333
Measuring customer profitability	p. 342
The key account plan	p. 354
Tracking progress	p. 364
Getting further help	p. 372
Index	p. 375
Table of Contents provided by Blackwell. All Rights Reserved.