Javier Marcos, Mark Davies, Rodrigo Guesalaga, Sue Holt

Implementing Key Account Management (eBook, ePUB)

Designing Customer-Centric Processes for Mutual Growth

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 352
• Erscheinungstermin: 3. August 2018
• Englisch
• ISBN-13: 9780749482763
• Artikelnr.: 53398662

Autorenporträt

Javier Marcos has designed and delivered programmes globally for clients such as Barclays, Cap Gemini, GKN Aerospace, Rolls-Royce and Unilever.

Mark Davies acts as Visiting Fellow for Cranfield School of Management and facilitates the Cranfield KAM Best Practice Research Club.

Rodrigo Guesalaga is Senior Lecturer at Cranfield School of Management, Associate Professor at Pontificia Universidad Católica de Chile, and Visiting Professor at Vlerick Business School.

Sue Holt is Director of the Cranfield School of Management's flagship Open Programme on KAM.

Inhaltsangabe

Chapter
01: Introduction to implementing key account management; Section
PART ONE: Re
engaging strategic customers; Chapter
02: Adopting key account management; Chapter
03: Building customer understanding and value planning; Chapter
04: Developing customer relationships; Section
PART TWO: Developing winning offerings; Chapter
05: Creating compelling customer value propositions; Chapter
06: Co
creating value with key customers; Section
PART THREE: Designing customer
centric approaches and processes; Chapter
07: The role of the key account manager and the KAM team; Chapter
08: Measuring KAM performance; Chapter
09: Motivating, incentivizing and rewarding for KAM; Chapter
10: KAM and procurement: the buyer's perspective and value
based negotiation; Chapter
11: International key account management; Section
PART FOUR: Assessing your KAM programme: a framework; Chapter
12: The KAM Framework; Chapter
13: Epilogue: Final word on implementing KAM from a global practitioner at Unilever Food Solutions;