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Full Description
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.
Contents
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;
