Peter Cheverton Reihenfolge der Bücher

A handbook on key account management (KAM). In How Come You Can't Identify Your Key Customers? Peter Cheverton explores how to achieve the core objectives of KAM, such as how to retain customers in a competitive environment and how to create a customer-intimate business. There are global cases, tools, techniques and exercises.

Key Account Management is a highly practical book with a unique yet simple planning methodology for identifying, obtaining, retaining and developing key customers - the lifeblood of any organization. Fully re-written to reflect the most recent trends and challenges, this new edition will reinforce its standing as the premier book on the subject. Very few books take the long-term, team-selling strategic view of KAM that this book takes, and it is the only book which focuses on implementation rather than theory. Based on real and current experience of companies facing the challenge, it provides tools for use in the real world that will help you to plan your own strategy as you proceed. The case studies span the full breadth of the KAM experience: FMCG, Retail, B2B, Petrochemical, Speciality Chemical, Service Industry, Pharmaceutical, IT and Financial Services.