Key Account Management in Financial Services: Tools and Techniques for Building Strong Relationships with Major Clients - Softcover

Cheverton, Peter; Hughes, Dr Tim; Foss, Bryan; Stone, Merlin

Softcover

ISBN 10: 0749441879 ISBN 13: 9780749441876

Publisher: Kogan Page, 2004

Synopsis

Peter Cheverton's Key Account Management (3rd edition 2004) has established itself as the leading book on the subject. The idea for this new book was prompted by the huge up-take for his KAM Masterclass seminars and workshops from sales and marketing people in FS companies all over the world. It follows a similar structure to the original book, but offers specific advice on marketing and selling financial products, with real-world examples and case studies from FS companies around the globe.

Compiled from original in-depth research and interviews, the book is divided into seven parts and is designed to take the reader through the process of understanding, analysis, planning, implementation and performance monitoring, so it can be used as a 'before, during, and after' guide to practical implementation. With areas covered such as the changing environment in financial services; the buying process; competitor replacement strategies; identifying key accounts; meeting the customer's needs; E-commerce and the Internet; and management of non key accounts, this book is a must-have for anyone working or studying in this field.

About this title

About the Authors

Peter Cheverton is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of Global Account Management, Key Account Management, Key Marketing Skills, Key Account Management in Financial Services and Understanding Brands, all published by Kogan Page.

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

Bryan Foss is an independent non-executive director (NED), board level adviser, mentor and Visiting Professor. The majority of his work is in board governance and risk management (including operational, systems and data risks), also Business-to-Business marketing and sales, including international Key Account and partner management, SMB marketing and through-the-value-chain distribution management to employees and consumers. Bryan has a combination of commercial, regulatory, academic and professional roles, he is also an active board mentor for a very wide variety of organisations and individuals.

Professor Merlin Stone is one of the UK's top specialists in changing organisational capability to meet the needs of customers and stakeholders. His experience covers many sectors, and he also trains, coaches and mentors senior managers. He is Research Director and Director responsible for the Customer, Citizen and Stakeholder Management Practice at WCL, specialists in change management and customer/stakeholder management.

Merlin Stone is author or co-author of many articles and thirty books on transforming marketing, sales and customer service capabilities, including Customer Relationship Marketing, Consumer Insight, Marketing Revolution and Business Solutions on Demand. The UK's Chartered Institute of Marketing listed him in 2003 as one of the world's top 50 marketing thinkers, while NOP World nominated him in 2004 as one of 100 most influential individuals for their input and influence on the development and growth of e-commerce and the internet in the UK over the previous 10 years. He is an Fellow of the Chartered Institute of Marketing and an Honorary Life Fellow of the UK's Institute of Direct Marketing. He is also on the editorial advisory boards of several academic journals and writes for several trade publications.

Merlin Stone has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career. He has held senior academic posts at various universities. He is now a part-time professor at Bristol Business School and a visiting professor at several others.

Edition details

• Publisher: Kogan Page
• Publication date: 2004
• Language: English
• ISBN 10: 0749441879
• ISBN 13: 9780749441876
• Binding: Paperback
• Edition number: 1
• Number of pages: 334