tailieunhanh - Key Account Management

Good books on key account management are rare. One of the reasons for this lies in the past, in the way that key account management (KAM) has been defined and described. The past 40 years have been characterized by a view that KAM is mainly a selling task, albeit at a high level, and that the responsibility for its implementation rests almost entirely with the sales team. Yet all our research at Cranfield School of Management indicates that, above all else, it is this mentality that prevents the forging of mature, trustworthy and profitable relationships. Key account management is not a sales initiative, it is not something you. | The essential guide to global best practice. Winning Business key ACCOUNT 3rd Edition MANAGEMENT a complete action kit of tools aod techniques for achieving profitable key sopplier status peter cheverton with free CD ROM containing key account selection software planning tools PETER CHEVERTON Key Account Management A complete action kit of tools and techniques for achieving profitable key supplier status Third Edition KOGAN PAGE First published in Great Britain in 1999 by Kogan Page Limited Second edition 2001 Third edition published in Great Britain and the United States in 2004 Reprinted 2004 2005 Apart from any fair dealing for the purposes of research or private study or criticism or review as permitted under the Copyright Designs and Patents Act 1988 this publication may only be reproduced stored or transmitted in any form or by any means with the prior permission in writing of the publishers or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses 120 Pentonville Road London N1 9JN UK 525 South 4th Street 241 Philadelphia PA 19147 USA Peter Cheverton 1999 2001 2004 The right of Peter Cheverton to be identified as the author of this work has been asserted by him in accordance with the Copyright Designs and Patents Act 1988. ISBN 0 7494 4169 0 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Cheverton Peter. Key account management a complete action kit of tools and techniques for achieving profitable key supplier status Peter 3rd ed. p. cm. Includes bibliographical references and index. ISBN 0-7494-4169-0 1. Selling-Key accounts. 2. Marketing-Key accounts. 3. Customer services. I. Title. 2004 04--dc22 2003024861 Typeset by .