Strategic Customer Planning

How to Develop and Implement a Strategic Account Plan

Alan Melkman (Autor)

Loseblattwerk

250 Seiten

2001
Thorogood (Verlag)
978-1-85418-255-5 (ISBN)

Infos

The purpose of this report is quite simply to explain how to prepare a key account plan as an important step towards achieving High Performance Account Management. Industrial, consumer products and services companies each face different challenges. This report addresses all of these.

Autor

Alan Melkman MBA, BSc (Eng) is Managing Director of Marketing Dynamics Ltd, a qualified engineer and a graduate of London Business School. He specialises in customer and strategic account management, implications of Internet based technologies for the marketing and sales function, effective selling, strategic and marketing planning. He has been a consultant for over 30 years, with substantial experience working for many organisations across a number of markets and varying cultures.

Inhalt

1 The key account planning process; 2 The customer fact file; 3 Analysing performance data; 4 Customer relationship analysis; 5 Conducting the swot analysis; 6 Picture the future; 7 Creating the future; 8 Implementing the key account plan; 9 Account planning formats.

Produkt-Details

• Erscheint lt. Verlag: 31.12.2001
• Reihe/Serie: Hawksmere Report S.
• Verlagsort: London
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 1-85418-255-2 / 1854182552
• ISBN-13: 978-1-85418-255-5 / 9781854182555
• Zustand: Neuware