Key Account Management in Financial Services
Tools and Techniques for Building Strong Relationships with Major Clients
1st Edition
Published on 3. November 2007
Book
Paperback/Softback
344 pages
978-0-7494-5069-4 (ISBN)
Description
Key Account Management in Financial Services has been written in response to demand for a book devoted exclusively to the subject for this market. Using specific, tailored examples and case studies from global financial services companies, it provides you with expert advice on marketing and selling financial products.
Compiled from original in-depth research and interviews, it takes you through the process of understanding, analysis, planning, implementation and performance monitoring, so it can be used as a 'before, during, and after' guide to practical implementation. The free CD ROM contains KAM analysis software and planning tools.
This is a must-have reference if you are working or studying in this field.
Compiled from original in-depth research and interviews, it takes you through the process of understanding, analysis, planning, implementation and performance monitoring, so it can be used as a 'before, during, and after' guide to practical implementation. The free CD ROM contains KAM analysis software and planning tools.
This is a must-have reference if you are working or studying in this field.
Reviews / Votes
"This book is designed to help financial services companies meet the expectations of their larger customers, profitably. The authors have an unrivalled pedigree in business-to-business theory and practice and all are experienced and widely-read authors. They have drawn on their enormous expertise in marketing, selling and financial services to produce a straightforward, readable, reliable guide. Good luck in using it." Professor Malcolm McDonald, Emeritus Professor,Cranfield School of Management, UK "Editor Peter Cheverton is a guru of KAM, and this book somewhat modifies and tailors his basic KAM approach to fit the needs of the financial services industry." getAbstract.comMore details
Language
English
Place of publication
London
United Kingdom
Target group
Professional and scholarly
Product notice
Paperback (trade)
Dimensions
Height: 246 mm
Width: 189 mm
Thickness: 20 mm
Weight
765 gr
ISBN-13
978-0-7494-5069-4 (9780749450694)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Peter Cheverton is Director of Insight Marketing and People Ltd, the leading international training and consultancy firm in KAM implementation. He is also the author of Key Account Management and Key Marketing Skills (both Kogan Page). Bryan Foss is director of www.FossInitiatives.com and a non-executive director and adviser to the CEOs of a portfolio of fast-growing international companies. Dr Tim Hughes is a marketing consultant, mainly for financial services companies. He is a Senior Lecturer at Bristol Business School, UK. Professor Merlin Stone is a director of QCi Ltd, The Database Group Ltd, The Halo Works Ltd and NowellStone Ltd. He is a leading consultant, researcher and lecturer on marketing and customer management, and has published 30 books and hundreds of articles on these subjects.
Content
The changing environment in financial services; the buying process; competitor replacement strategies; identifying key accounts; meeting the customers needs; e-commerce and the internet; management of non-key accounts.
The changing environment in financial services; the buying process; competitor replacement strategies; identifying key accounts; meeting the customers needs; e-commerce and the internet; management of non-key accounts.