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Implementing Key Account Management : Designing Customer-Centric Processes for Mutual Growth - Dr Javier Marcos

Implementing Key Account Management

Designing Customer-Centric Processes for Mutual Growth

Paperback Published: 30th August 2018
ISBN: 9780749482756
Number Of Pages: 352

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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.

"Professional, practical and pragmatic - an ideal source of information to make key account management work effectively in your organization."--Richard Daniel, Director of Key Account Coordination and Customer Solutions, Zoetis
"I like the highly structured approach of this book, combining practical relevance and scientific foundation."--Hajo Rapp, SVP Global Strategic Account Management and Sales Excellence, TUEV SUED AG
"The authors have a proven record of developing and delivering leadership in key account management theory and practice. This book will be really useful to any business leader looking for practical insight into how to grow business relationships and commercial outcomes with their largest, most complex accounts."--Paul Wilson, Commercial Account Director, Pfizer - KAM Centre of Excellence
"Full of practical advice for managers, this book is the product of many years of research and teaching on key account management and sales by the experienced Cranfield team."--Lynette Ryals, Pro Vice Chancellor and Professor of Strategic Sales and Account Management, Cranfield University
"Incredibly well thought-through, well researched and provides a unique playbook both for newcomers to key account management and for those with decades of experience. Very thought-provoking and a must-read for those serious about building deeper client relationships."--John MacDonald-Gaunt, Vice President, IBM Global Business Services

    • Chapter - 01: Introduction to Implementing Key Account Management;
  • Section - ONE: Re-engaging Strategic Customers;
    • Chapter - 02: Adopting Key Account Management;
    • Chapter - 03: Building Customer Understanding and Value Planning;
    • Chapter - 04: Measuring KAM Performance and Developing Customer Relations;
  • Section - TWO: Developing Winning Offerings;
    • Chapter - 05: Creating Compelling Value Propositions for Customers;
    • Chapter - 06: Co-Creating Value with Strategic Customers;
  • Section - THREE: Designing Customer-Centric Approaches and Processes;
    • Chapter - 07: The Role of Key Account Managers and Key Account Teams;
    • Chapter - 08: Determining KAM Structures, Policies & Processes;
    • Chapter - 09: Measuring and Incentivising KAM;
    • Chapter - 10: KAM and Procurement;
    • Chapter - 11: International Key Account Management;
  • Section - FOUR: Assessing Your KAM Program - A Framework;
    • Chapter - 12: The KAM Implementation Framework

ISBN: 9780749482756
ISBN-10: 0749482753
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 352
Published: 30th August 2018
Country of Publication: GB
Dimensions (cm): 24.41 x 16.99  x 2.44
Weight (kg): 0.56
Edition Number: 1