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Integrated Account Management: How Business-to-Business Marketers Maximize Customer Loyalty and Profitability

Overview

Business-to-business marketing has become fiercely competitive and chaotic. Smart marketers and sales professionals are learning an exciting and profitable new way to find and keep customers in this difficult environment.

Integrated Account Management features a proactive and personal approach that creates mutually beneficial customer relationships (and makes every customer profitable). With more than 90 charts, resources, and case studies, the book shows how to:

- pinpoint ...

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Overview

Business-to-business marketing has become fiercely competitive and chaotic. Smart marketers and sales professionals are learning an exciting and profitable new way to find and keep customers in this difficult environment.

Integrated Account Management features a proactive and personal approach that creates mutually beneficial customer relationships (and makes every customer profitable). With more than 90 charts, resources, and case studies, the book shows how to:

- pinpoint appropriate customers for the IAM system

- hire and train an account management team

- conduct workshops (to discover what customers value in a contact)

- build "customer contact" plans at all levels

- measure customer loyalty.

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Editorial Reviews

Booknews
Explains a form of direct marketing that emphasizes a proactive, personal approach to managing customer relationships. Sets out 15 core operating principles, among them that account managers act as small business owners, that value for the customer is built on an in-depth understanding of the customer's needs, and that building customer loyalty is an economic necessity. Identifies the criteria for deciding whether the approach is applicable, walks through the phases from planning to evaluation, and follows a manager through a typical day. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780814403334
  • Publisher: AMACOM
  • Publication date: 4/17/1997
  • Pages: 336
  • Product dimensions: 7.31 (w) x 10.32 (h) x 1.20 (d)

Table of Contents

List of Figures
Acknowledgments
Preface
1 The Changing Business-to-Business Marketing Landscape 1
2 IAM: A New Way of Doing Business With Your Customers 19
3 Is IAM Right for Your Company? 31
4 Building an IAM Program 49
5 Managing to the Vision 67
6 Segmenting and Grading Customers 75
7 Design and Construction of IAM Modules 103
8 Profiling and Selecting the IAM Team 115
9 Defining Customer Contact Value: The Customer Workshop 139
10 The IAM Process 159
11 Building the Contact Plan 175
12 Developing Account Managers 207
13 What to Expect and How to Measure It 225
14 Customer Loyalty as an IAM Measurement System 237
15 Selecting an IAM Information System 257
16 The New Account Manager: A Day in the Life 277
Epilogue 289
App Software Packages and Vendors 291
Index 311
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