Key Account Management in Financial Services

Key Account Management in Financial Services

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* Market-specific to financial services * CD Rom providing KAM analysis software, and access to further support. * Practical tools, both in the text and the CD-ROM Building on the success of Peter Cheverton's generic book, Key Account Management, (now in its third edition), Key Account Management in Financial Services follows a broadly similar structure but is aimed at sales and marketing people in the financial services (FS) sector. Designed for practitioners and managers responsible for implementation, the focus is on qmaking it happen, q using real examples to illustrate tools and models, and to highlight success and failure. The book takes the readers through a developing process of understanding, analysis, planning, implementation, and performance monitoring, matching the development over time of their own plans. It is intended to be used as a qbefore, during, and afterq guide to practical implementation. Targeted narrowly on financial services, the book addresses the changing environment and the new imperatives for KAM -- the rising cost of sales, regulatory bodies, globalization of customers, new customer organizations; the buying process in Financial Services; qCompetitor Replacement Strategies, q a particular feature of the FS market. Also included are a much expanded section on E-commerce and the Internet, and one on the management of non Key Accounts, vital to the success of any KAM strategy in these marketsKAM and market segmentation come together to ensure a greater focus of effort, on a strategic level. However, first, leta#39;s consider one more problem. THE. PROBLEM. FOR. SUPPORT. FUNCTIONS. IN. AN. UNSEGMENTED. BUSINESS . Functions, left to their own devices, are often tempted ... out of their activities in the pursuit of a#39;leannessa#39;, or they aspire to deliver a Cadillac when a Ford would do. a#39;Left toanbsp;...

Title:Key Account Management in Financial Services
Author:Peter Cheverton, Bryan Foss, Tim Hughes, Merlin Stone
Publisher:Kogan Page Publishers - 2004


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