Cantitate/Preț
Produs
Total produse
Vezi coșul
Key Account Management de Diana Woodburn

Key Account Management: Bestsellers cărți vânzări engleză

Autor Diana Woodburn, Malcolm McDonald
en Limba Engleză Paperback – 21 ian 2011

În contextul actual al piețelor B2B, unde un număr restrâns de clienți generează adesea peste 80% din venituri, simpla activitate de vânzare a devenit insuficientă pentru sustenabilitatea profitului. Considerăm că Key Account Management nu este doar un manual de tehnici, ci o foaie de parcurs pentru transformarea organizațională necesară supraviețuirii într-un mediu hiper-competitiv. Ne-a atras atenția rigoarea cu care Diana Woodburn și Malcolm McDonald demontează mitul conform căruia KAM este doar o „vânzare mai mare”; autorii propun un model bazat pe valoare adăugată și integrare strategică.

Recomandăm această lucrare pentru abordarea sa pragmatică, ancorată în consultanța de cel mai înalt nivel. Spre deosebire de Successful Key Account Management In A Week de Grant Stewart, care oferă o introducere rapidă și simplificată, volumul de față este un tratat exhaustiv de aproape 500 de pagini care analizează în profunzime psihologia cumpărătorului și structurile de recompensare. De asemenea, dacă lucrarea anterioară a autorilor, El Management de Las Cuentas Clave, punea bazele conceptului în limba spaniolă, această a treia ediție în limba engleză rafinează procesele prin studii de caz moderne și metodologii de analiză a profitabilității conturilor cheie.

Structura cărții urmărește o progresie logică: începe cu definirea rolului crucial al KAM, trece prin etapele de selecție și categorisire a clienților (esențiale pentru alocarea resurselor) și culminează cu strategii de implementare și management al performanței. Cititorul va învăța cum să construiască planuri de cont care funcționează în lumea reală, nu doar pe hârtie, beneficiind de expertiza autorilor care au instruit echipe de management la nivel global.

Citește tot Restrânge

Din seria Bestsellers cărți vânzări engleză

  • 19% The SPIN Selling Fieldbook: Practical Tools, Methods, Exercises and Resources
    Preț: 15255 lei
  • The Psychology of Selling
    Preț: 10141 lei
  • 12% Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal
    Preț: 10966 lei
  • 21% The Challenger Sale
    Preț: 9226 lei
  • 37% Everybody Lies: What the Internet Can Tell Us About Who We Really Are
    Preț: 5601 lei
  • To Sell is Human: The Surprising Truth About Persuading, Convincing, and Influencing Others
    Preț: 7494 lei
  • SPIN Selling
    Preț: 20014 lei
  • Secrets of Closing the Sale
    Preț: 12716 lei
  • Advanced Selling Strategies
    Preț: 10608 lei

Preț: 35875 lei

Puncte Express: 538

Carte disponibilă

Livrare economică 01-15 mai
Livrare express 16-22 aprilie pentru 6157 lei

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă

Specificații

ISBN-13: 9780470974155
ISBN-10: 047097415X
Pagini: 496
Ilustrații: ill
Dimensiuni: 184 x 244 x 27 mm
Greutate: 0.97 kg
Ediția:3rd Edition, Revised and Updated
Editura: John Wiley & Sons, Inc.
Seria Bestsellers cărți vânzări engleză

Locul publicării:Chichester, United Kingdom

Public țintă

  • Key account managers and key account directors, because they need to do the job.
  • Salespeople who want to develop into key account managers, because they need to learn how to present themselves as key account managers.
  • Senior managers, because they want to know what KAM is, does and how it works: and plenty of companies still do not understand KAM.
  • Tertiary level students of sales and marketing, because KAM is now the most important and exciting part of BtoB sales and marketing: it s where the big money is.
  • Corporate, via Authors clients
  • Consultants, because they are looking for additional material to use with their clients
Most sales of the existing editions are to practitioners rather than students, as there are few, if any, courses on KAM, although a few courses include a module on it (e.g. Cranfield′s MSc in Marketing, Dublin Institute of Technology′s Saleswise).
Companies with whom the authors run bespoke courses – whether through Cranfield or direct – almost always buy copies of the book for all attendees. So Tetra Pak has, for example, bought over 300 so far, and that will double before the courses have finished

De ce să citești această carte

Recomandăm această carte directorilor de vânzări și managerilor de conturi strategice care doresc să depășească etapa tranzacțională. Cititorul va câștiga instrumente concrete pentru a identifica clienții cu adevărat strategici, a măsura profitabilitatea reală a fiecărei relații și a naviga prin structuri complexe de achiziții. Este resursa definitivă pentru cei care vor să transforme managementul conturilor cheie într-un avantaj competitiv greu de replicat.

Despre autor

Malcolm McDonald este un nume de referință în mediul academic și de business, fiind profesor emerit la Cranfield School of Management și autor a peste 40 de cărți de marketing. Expertiza sa este recunoscută la nivel mondial, fiind consultant pentru numeroase companii din topul Fortune 500. Diana Woodburn este un specialist consacrat în Key Account Management, cu o experiență vastă în cercetare și consultanță strategică. Împreună, cei doi autori combină rigoarea academică cu experiența practică dobândită în proiecte complexe de consultanță, oferind soluții validate de piața globală.

Descriere scurtă

This helpful text clearly sets out the very best, state–of–the–art strategies in key account management.  The authors provide the tools and processes for successful KAM, from developing a customer categorization system that really works, to analyzing the needs of key accounts.  Topics include why key account management has become so critical to commercial success; the role of key management in strategic planning; how companies build profitable relationships with their customers; and what it takes to be a successful key account manager.

Descriere

Citește online un capitol din această carte!

"This book is crammed with distilled, practical wisdom for key account managers and their directors. Organizations claiming to practise key account management should equip everyone involved with a copy, so they really understand what they are supposed to be doing. Anything less is just old–fashioned selling." Developing successful business–to–business relationships with more customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state–of–the–art strategies are set out clearly in this book by intentionally known authors who have worked at the highest levels with more key and strategic account managers worldwide than probably any other leading advisors. Based on the hugely influential KEY CUSTOMERS it looks at:

  • Why has account management become so critical to commercial success?
  • What are the key challenges and how do successful companies respond?
  • What part does key account management play in strategic planning?
  • How do companies build profitable relationships with their customers?
  • How does key account management actually work?
  • What does a successful key account manager look like and what skills does he/she need?
  • How should key account managers be evaluated and rewarded?
  • How do companies achieve key account management? 

By addressing these key questions Woodburn and McDonald provide tools and processes for success honed by tough consultancy projects with the boards of some of the world′s leading companies. The book stresses the elements that really matter – from developing a customer categorization system that really works and analyzing the needs of key accounts; to understanding the new skills required by key account managers and ensuring that key account plans are implemented. The ′real world′ approach is backed by tested principles and the latest research from the renowned Cranfield School of Management.
Key Account Management comes from authors who have taught leading companies how to approach their most powerful and demanding customers and still make money. It is essential reading for all senior management with strategic responsibility, for key or strategic account directors, and for marketing and sales executives. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student as well as business–to–business company directors and key account managers.

Cuprins

Foreword by Martin Lamb. Acknowledgements.
The purpose of this book.
Before you read this book!
List of figures and tables.
1 The crucial role of key account management.
2 Selecting and categorizing key customers.
3 Relationship stages.
4 Developing key relationships.
5 The buyer perspective.
6 Key account profitability.
7 Key account analysis.
8 Planning for key accounts.
9 Processes – making key account management work.
10 The role and requirements of key account managers.
11 Performance and rewards in KAM.
12 Organizing for key account management.
13 Transitioning to KAM.
Further reading.
Integrated fast track.
Mini–cases.
Index.

Notă biografică

Diana Woodburn
BSc MSc MBA FCIM
Diana is the Managing Director of Marketing Best Practice, a Visiting Fellow at Cranfield School of Management and Associate Fellow at Warwick Business School. In 1998, together with Malcolm McDonald, she founded Cranfield′s KAM Best Practice Research Club of blue–chip companies, which has proved a major driving force in understanding and advancing KAM. An exceptionally experienced practitioner, she has developed the key account management capabilities of leading companies and about three thousand of their people worldwide, through consultancy, teaching, coaching and writing. She has created some of the most popular concepts and tools in KAM in use today.
Email: woodburn@marketingbp.com Malcolm McDonald
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA
Malcolm is Emeritus Professor of Marketing at Cranfield University School of Management, where he was until recently Deputy Director. Formerly Marketing and Sales Director of Canada Dry, he is the author of forty three books, including the best seller, Marketing Plans: How to prepare them, how to use them. He is Chairman of six companies and works with the operating boards of major companies all over the world, particularly helping them to take profitable advantage of the opportunities afforded by the growing number of big, powerful customers. Together with Diana Woodburn at Cranfield, he has been researching best practice in key account management for over a decade. He is also a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools
Email: m.mcdonald@cranfield.ac.uk