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Record Nr. |
UNINA9910130551403321 |
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Autore |
Woodburn Diana |
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Titolo |
Key account management : the definitive guide / / Diana Woodburn and Malcolm McDonald |
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Pubbl/distr/stampa |
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Chichester, England : , : Wiley Publishing, Inc., , 2011 |
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©2011 |
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ISBN |
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0-470-97473-7 |
1-119-20725-8 |
0-470-97475-3 |
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Edizione |
[3rd ed.] |
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Descrizione fisica |
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1 online resource (498 p.) |
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Disciplina |
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Soggetti |
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Selling - Key accounts |
Marketing - Key accounts |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Key Account Management: The Definitive Guide; Contents; Foreword; Acknowledgements; The purpose of this book; Before you read this book!; List of figures and tables; 1 The crucial role of key account management; Introduction; 1.1 Pressures that have led to growth in customer power; 1.1.1 Summary of the pressures; 1.1.2 Rapid change; 1.1.3 Process refinement; 1.1.4 Redefining the marketplace and pleasing the customers; 1.1.5 Globalization; 1.1.6 Implications; 1.2 Why understanding relationships is so important; 1.2.1 Relationship risks; 1.2.2 Satisfactory return |
1.2.3 Implications of joint commitment1.2.4 Misconception and disappointment; 1.3 Increasing complexity of key account relationships; 1.3.1 The consolidation of customers; 1.3.2 Dual roles: the customer may be 'competitor' as well as 'client'; 1.3.3 The development of global businesses that demand global supply; 1.3.4 The accelerating pace of change, particularly as new IT reshapes markets; 1.3.5 The emphasis on strategic alliances; Summary; 2 Selecting and categorizing key customers; Introduction; 2.1 Why is |
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