Description
Book SynopsisPeter Cheverton is a Director of INSIGHT Marketing and People, an international training and consultancy firm specializing in marketing and key account management, with clients in financial services, pharmaceuticals, speciality chemicals and IT. He is the author of
Key Account Management, Key Marketing Skills and
Key Account Management in Financial Services, all published by Kogan Page.
Trade Review"Practical advice on the decisions and actions required to successfully meet the challenges of GAM." Reference and Research Book News "Explores the significant challenges of global account management (GAM) and guides the reader through the process of decisions and actions required to make it a success." Journal of Economic Literature "The author's wide appreciation of the challenge, and his practical approach to the solutions, means that this book will fast become the touchstone of good GAM practice." Professor Malcolm McDonald, Emeritus Professor, Cranfield School of Management (MA (Oxon), MSc, PhD.Litt, FCIM, FRSA) "Buyers and sellers alike could learn a lot from its contents." "I liked the book and would recommend it to all new buyers and account managers." Supply Management, 24 April 2008
Table of Contents
- Chapter - 01: Defining ‘global’;
- Chapter - 02: The particular challenge of GAM;
- Chapter - 03: Innocents among wolves, and other deadly sins…;
- Chapter - 04: The critical success factors – making it happen;
- Chapter - 05: Getting the big picture;
- Chapter - 06: Understanding the global buyer;
- Chapter - 07: Understanding the customer’s decision-making process;
- Chapter - 08: Managing the global touch points;
- Chapter - 09: Getting the board on board;
- Chapter - 10: The global account manager – rarest of breeds?;
- Chapter - 11: Making it happen – structure and the persuasive process;
- Chapter - 12: Performance and reward;
- Chapter - 13: Getting IT right;
- Chapter - 14: The global account plan;
- Chapter - 15: Harnessing the strengths of cultural diversity;
- Chapter - 16: Next steps, and getting further help
