Key Account Management, 2^nd Ed.

Maximising Profitability From Major Customers

John Rock

Publisher: Business and Professional, 2000 , 258 pages

ISBN: 1-875680-59-4

Synopsis:

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The effective management of key accounts is the major ingredient in the success or failure of most organisations.

Key Account Management provides a powerful step-by-step approach which not preserves existing levels of business, but opens up ways for both supplier and customer to improve profitability from their partnership, and to jointly develop new business. This book will have a significant impact on account management style and implementation which will lead to better customer relationships, increased business and improved focus and sales productivity.

The emphasis of the book is on the practical and it provides a clear framework for planning and managing sales for those accounts which generate the top eighty percent of a company's profits.

Table of Contents:

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• Introduction
• Part 1: All About Key Account Management
1. Philosophy, Discipline and Commitment
2. Integrating Marketing Strategy
3. The Key Account Management Cycle
4. Creating the Right Support Infrastructure
• Part 2: Selling Though a Distribution Network
5. Account Management, Distributors and Outlets
6. The Marketing Dollar and the Distribution Network
7. Selling Technically Complex Products Through Distribution
• Part 3: Selling Consumer Products Through Supermarket Chains
8. The Challenges of Dealing with Supermarket Chains
9. Terms, Co-op and Deal and Getting It Right
10. Joint Business Proposals: The Key to Getting Distribution
• Part 4: Selling to End Users
11. The Account Management Cycle for End Customers Who Use the Product
12. Creative Differentiation Strategies
• Part 5: Making Key Account Management Work
13. Interpersonal Relationships and Account Management
14. Implementing Account Management