Key Account Management In Financial Services
by Peter Cheverton /
2004 / English / PDF
3.8 MB Download
* 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 ""making it happen,"" 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 ""before, during,
and after"" 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;
""Competitor Replacement Strategies,"" 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
markets
* 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 ""making it happen,"" 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 ""before, during,
and after"" 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;
""Competitor Replacement Strategies,"" 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
markets
