Description
Book SynopsisPeter Cheverton is founding Director of INSIGHT Marketing and People, a global training and consultancy firm specialising in the development of customer focused business strategies, with a strong focus on Key Account Management, Global Account Management and Business Leadership. He has developed an international reputation as one of the leading experts in these challenging areas, working 'hands on' with clients around the world. He is author of
Key Account Management, Key Marketing Skills, Global Account Management, and
Key Account Management in Financial Services (all published by Kogan Page).
Table of Contents
- Section - ONE: The value machine;
- Chapter - 01: The value machine;
- Chapter - 02: Leadership – the pivotal activity;
- Chapter - 03: Fuelling the value machine;
- Section - TWO: Targeting;
- Chapter - 04: Market segmentation;
- Chapter - 05: Customer classification;
- Chapter - 06: Account management – being appropriate;
- Section - THREE: Matching;
- Chapter - 07: The people;
- Chapter - 08: The business strategy;
- Chapter - 09: The value creation process;
- Section - FOUR: Aligning;
- Chapter - 10: The critical success factors;
- Chapter - 11: Getting cross-functional teams to work;
- Chapter - 12: Leading the change
