Key Account Management and Planning

Synopsis:

The Comprehensive Handbook to Managing Your Company's Most Important Strategic Securing and retining customers is increasingly recognized as the fundamental requirement for improving shareholder value, the primary objective for many corporations around the world. All firms develop their own methods of communication with customers, but typically in business to business marketing an on the road sales force is a critical element in this process. However, in recent years significant pressure has been placed upon the traditional sales force system. As powerful forces have raised the perceived importance of sales and customer management, many firms are re-evaluating their sales force processes. As a result, the traditional sales force processes. As a result, the traditional sales force system is fragmenting, and many corporations are developing key account management programs as a new way of organizational life. In this book, we discuss traditional communication systems, the pressures facing them, and the nature of the resulting fragmentation. We see that the development of key account is a natural response to these pressures, with benefits to both supplier firms and key accounts. We also raise a series of cautions. Finally we preset a structure for guiding those firms wishing to ivest in key account management

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