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The vastly increased level of competitive intensity faced by corporations and the increased costs of selling have radically changed the nature of the traditional selling process. Key or "strategic" accounts have now become a company's most important asset, in some cases supplying in excess of 80 percent of a firm's revenues. Here, in one powerful volume, key account management expert Noel Capon provides the most comprehensive treatment of key account management and planning yet published.
For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition.
Timely, important, and essential, Key Account Management and Planning is the only reference handbook those with key account responsibilities will ever need.
For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition.
Timely, important, and essential, Key Account Management and Planning is the only reference handbook those with key account responsibilities will ever need.
The vastly increased level of competitive intensity faced by corporations and the increased costs of selling have radically changed the nature of the traditional selling process. Key or "strategic" accounts have now become a company's most important asset, in some cases supplying in excess of 80 percent of a firm's revenues. Here, in one powerful volume, key account management expert Noel Capon provides the most comprehensive treatment of key account management and planning yet published.
For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition.
Timely, important, and essential, Key Account Management and Planning is the only reference handbook those with key account responsibilities will ever need.
For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition.
Timely, important, and essential, Key Account Management and Planning is the only reference handbook those with key account responsibilities will ever need.
Über den Autor
Noel Capon is R. C. Kopf Professor of InternationalMarketing and past Chair of the Marketing Division,Graduate School of Business, Columbia University.Educated primarily in Great Britain, Professor Caponearned B.Sc., Ph.D. degrees in Chemistry from UniversityCollege, London University. He also received degrees inBusiness Administration from Manchester (Dip. BA),Harvard (MBA), Columbia Business Schools (Ph.D.).Professor Capon joined the Columbia Business School faculty in 1979.Previously he served on the faculty of and received tenure from the Universityof California - Graduate School of Management, UCLA. He has taught and/or held faculty positions at Harvard Business School; Australia - MonashUniversity; England - Bradford Management Centre, London BusinessSchool, Manchester Business School; France - INSEAD; Hong Kong -Hong Kong University of Science and Technology (HKUST); China - ChinaEuropean International Business School (CEIBS - Shanghai); India - IndianSchool of Business (ISB - Hyderabad); Mexico - TEC Monterrey.Professor Capon has published more than 60 refereed articles and bookchapters and is editor for sections on Marketing, and Sales Management andDistribution, in the AMA Management Handbook (1994). He has publishedmore than 30 books plus three video books.Professor Capon teaches on Columbia's full-time MBA and Executive MBA(EMBA) programs and its partner program with Hong Kong University, LondonBusiness School. He is a pioneer in developing video teaching materials andteaching via the flipped classroom. Professor Capon was Founding Director ofManaging Strategic Accounts and the Global Account Manager Certificationprogram in conjunction with St. Gallen University (Switzerland). He is a directorof the Strategic Account Management Association (SAMA). He foundedthe Advanced Marketing Management Program in conjunction with CEIBS.Professor Capon also designs, directs, and teaches in numerous customprograms for major corporations globally. In 2001, Professor Capon cofoundedThe Chief Sales Executive Forum, offering multiple educational opportunitiesfor sales and account management leaders. Capon is Chair of Wessex Press,Comply First, and the venture capital firm Lunacap Ventures.
Inhaltsverzeichnis
Contents
Preface
Acknowledgments
I. INTRODUCTION
CHAPTER ONE: The Rationale for Key Account Management
II. STRATEGY, ORGANIZATION, AND HUMAN RESOURCES FOR KEY ACCOUNT MANAGEMENT
CHAPTER TWO: Developing Strategy for the Firm?s Customers
CHAPTER THREE: Organizing for Key Account Management
CHAPTER FOUR: The Key Account Manager
III. SYSTEMS AND PROCESSES
CHAPTER FIVE: Key Account Planning: Analysis of the Key Account
CHAPTER SIX: Key Account Planning: Analysis of Competition and the Supplier Firm, Planning Assumptions, and Opportunities and Threats
CHAPTER SEVEN: The Key Account Strategy
CHAPTER EIGHT: Managing the Key Account Relationship
IV. CRITICAL ISSUES FOR KEY ACCOUNT MANAGEMENT
CHAPTER NINE: Partnering with Key Accounts
CHAPTER TEN: Global Account Management
Exercises
Appendixes
Notes
Index
Preface
Acknowledgments
I. INTRODUCTION
CHAPTER ONE: The Rationale for Key Account Management
II. STRATEGY, ORGANIZATION, AND HUMAN RESOURCES FOR KEY ACCOUNT MANAGEMENT
CHAPTER TWO: Developing Strategy for the Firm?s Customers
CHAPTER THREE: Organizing for Key Account Management
CHAPTER FOUR: The Key Account Manager
III. SYSTEMS AND PROCESSES
CHAPTER FIVE: Key Account Planning: Analysis of the Key Account
CHAPTER SIX: Key Account Planning: Analysis of Competition and the Supplier Firm, Planning Assumptions, and Opportunities and Threats
CHAPTER SEVEN: The Key Account Strategy
CHAPTER EIGHT: Managing the Key Account Relationship
IV. CRITICAL ISSUES FOR KEY ACCOUNT MANAGEMENT
CHAPTER NINE: Partnering with Key Accounts
CHAPTER TEN: Global Account Management
Exercises
Appendixes
Notes
Index
Details
| Erscheinungsjahr: | 2010 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9781451624236 |
| ISBN-10: | 1451624239 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: | Capon, Noel |
| Hersteller: | Free Press |
| Maße: | 229 x 152 x 29 mm |
| Von/Mit: | Noel Capon |
| Erscheinungsdatum: | 22.09.2010 |
| Gewicht: | 0,776 kg |
Über den Autor
Noel Capon is R. C. Kopf Professor of InternationalMarketing and past Chair of the Marketing Division,Graduate School of Business, Columbia University.Educated primarily in Great Britain, Professor Caponearned B.Sc., Ph.D. degrees in Chemistry from UniversityCollege, London University. He also received degrees inBusiness Administration from Manchester (Dip. BA),Harvard (MBA), Columbia Business Schools (Ph.D.).Professor Capon joined the Columbia Business School faculty in 1979.Previously he served on the faculty of and received tenure from the Universityof California - Graduate School of Management, UCLA. He has taught and/or held faculty positions at Harvard Business School; Australia - MonashUniversity; England - Bradford Management Centre, London BusinessSchool, Manchester Business School; France - INSEAD; Hong Kong -Hong Kong University of Science and Technology (HKUST); China - ChinaEuropean International Business School (CEIBS - Shanghai); India - IndianSchool of Business (ISB - Hyderabad); Mexico - TEC Monterrey.Professor Capon has published more than 60 refereed articles and bookchapters and is editor for sections on Marketing, and Sales Management andDistribution, in the AMA Management Handbook (1994). He has publishedmore than 30 books plus three video books.Professor Capon teaches on Columbia's full-time MBA and Executive MBA(EMBA) programs and its partner program with Hong Kong University, LondonBusiness School. He is a pioneer in developing video teaching materials andteaching via the flipped classroom. Professor Capon was Founding Director ofManaging Strategic Accounts and the Global Account Manager Certificationprogram in conjunction with St. Gallen University (Switzerland). He is a directorof the Strategic Account Management Association (SAMA). He foundedthe Advanced Marketing Management Program in conjunction with CEIBS.Professor Capon also designs, directs, and teaches in numerous customprograms for major corporations globally. In 2001, Professor Capon cofoundedThe Chief Sales Executive Forum, offering multiple educational opportunitiesfor sales and account management leaders. Capon is Chair of Wessex Press,Comply First, and the venture capital firm Lunacap Ventures.
Inhaltsverzeichnis
Contents
Preface
Acknowledgments
I. INTRODUCTION
CHAPTER ONE: The Rationale for Key Account Management
II. STRATEGY, ORGANIZATION, AND HUMAN RESOURCES FOR KEY ACCOUNT MANAGEMENT
CHAPTER TWO: Developing Strategy for the Firm?s Customers
CHAPTER THREE: Organizing for Key Account Management
CHAPTER FOUR: The Key Account Manager
III. SYSTEMS AND PROCESSES
CHAPTER FIVE: Key Account Planning: Analysis of the Key Account
CHAPTER SIX: Key Account Planning: Analysis of Competition and the Supplier Firm, Planning Assumptions, and Opportunities and Threats
CHAPTER SEVEN: The Key Account Strategy
CHAPTER EIGHT: Managing the Key Account Relationship
IV. CRITICAL ISSUES FOR KEY ACCOUNT MANAGEMENT
CHAPTER NINE: Partnering with Key Accounts
CHAPTER TEN: Global Account Management
Exercises
Appendixes
Notes
Index
Preface
Acknowledgments
I. INTRODUCTION
CHAPTER ONE: The Rationale for Key Account Management
II. STRATEGY, ORGANIZATION, AND HUMAN RESOURCES FOR KEY ACCOUNT MANAGEMENT
CHAPTER TWO: Developing Strategy for the Firm?s Customers
CHAPTER THREE: Organizing for Key Account Management
CHAPTER FOUR: The Key Account Manager
III. SYSTEMS AND PROCESSES
CHAPTER FIVE: Key Account Planning: Analysis of the Key Account
CHAPTER SIX: Key Account Planning: Analysis of Competition and the Supplier Firm, Planning Assumptions, and Opportunities and Threats
CHAPTER SEVEN: The Key Account Strategy
CHAPTER EIGHT: Managing the Key Account Relationship
IV. CRITICAL ISSUES FOR KEY ACCOUNT MANAGEMENT
CHAPTER NINE: Partnering with Key Accounts
CHAPTER TEN: Global Account Management
Exercises
Appendixes
Notes
Index
Details
| Erscheinungsjahr: | 2010 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9781451624236 |
| ISBN-10: | 1451624239 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: | Capon, Noel |
| Hersteller: | Free Press |
| Maße: | 229 x 152 x 29 mm |
| Von/Mit: | Noel Capon |
| Erscheinungsdatum: | 22.09.2010 |
| Gewicht: | 0,776 kg |
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