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Key Account Management in Financial Services
     

Key Account Management in Financial Services

3.0 1
by Bryan Foss, Merlin Stone, Tim Hughes, Peter Cheverton
 

* Market-specific to financial services
• CD Rom providing KAM analysis software, and access to further support.
• Practical tools, both in the text and the CD-ROM Building on the success of Peter Cheverton's generic book, Key Account Management, (now in its third edition), Key Account Management in Financial Services follows a broadly similar

Overview

* Market-specific to financial services
• CD Rom providing KAM analysis software, and access to further support.
• Practical tools, both in the text and the CD-ROM Building on the success of Peter Cheverton's generic book, Key Account Management, (now in its third edition), Key Account Management in Financial Services follows a broadly similar structure but is aimed at sales and marketing people in the financial services (FS) sector. Designed for practitioners and managers responsible for implementation, the focus is on "making it happen," using real examples to illustrate tools and models, and to highlight success and failure. The book takes the readers through a developing process of understanding, analysis, planning, implementation, and performance monitoring, matching the development over time of their own plans. It is intended to be used as a "before, during, and after" guide to practical implementation. Targeted narrowly on financial services, the book addresses the changing environment and the new imperatives for KAM — the rising cost of sales, regulatory bodies, globalization of customers, new customer organizations; the buying process in Financial Services; "Competitor Replacement Strategies," a particular feature of the FS market. Also included are a much expanded section on E-commerce and the Internet, and one on the management of non Key Accounts, vital to the success of any KAM strategy in these markets

Product Details

ISBN-13:
9780749441876
Publisher:
Kogan Page, Ltd.
Publication date:
03/28/2005
Pages:
608
Product dimensions:
7.64(w) x 9.98(h) x 1.18(d)

Meet the Author


Bryan Foss is director of www.fossinitiatives.com and an advisor to a portfolio of fast-growing international companies.

Dr. Tim Hughes is a marketing consultant, mainly for financial services companies. He is a Senior Lecturer at Bristol Business School, UK.

Professor Stone is the author of 30 + books on marketing and customer service, and is Visiting Professor at several UK universities.

Peter Cheverton is founding Director of INSIGHT Marketing and People, a global training and consultancy firm specializing in the development of customer-focused business strategies, with a strong focus on Key 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 the author of Key Marketing Skills, Global Account Management and Key Account Management in Financial Services (all published by Kogan Page).

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Key Account Management in Financial Services 3 out of 5 based on 0 ratings. 1 reviews.
Guest More than 1 year ago
Editor Peter Cheverton is a guru of KAM, and this book somewhat modifies and tailors his basic KAM approach to fit the needs of the financial services industry. The tailoring is slight, mainly a matter of streamlining the style, although that is welcome. One brief but very useful section discusses the importance of dealing with and through intermediaries. In fact, many financial services vendors work through intermediaries, distributing their products or services through banks, insurance companies, mutual fund companies or others. Cheverton and his co-editors, Tim Hughes, Bryan Foss and Merlin Stone, usefully point out that it is important not to consider the intermediary as the customer. Instead, the vendor should look through the intermediary to the final user and assist the intermediary in developing an offering that suits the needs and preferences of that end user. People who have read Cheverton¿s ¿Key Account Management¿ will learn little new here, but we believe that those who have not - particularly those in the financial services sector - will benefit from this shorter, easier book.