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Tables of Contents for Key Account Management
Chapter/Section Title
Page #
Page Count
Foreword
ix
Preface
xi
Acknowledgements
xiii
Before you read this book!
xv
The origins of key account management
1
7
Introduction
1
1
The decision-making unit
1
1
Relationship marketing
2
1
The rise of key account management
2
4
The purpose of this book
6
2
The evolution of key account relationships
8
20
Introduction
8
1
Relevance of the stages of the relational development model
8
15
Analysing the potential for partnership/synergy
23
4
Summary
27
1
Key account planning in the context of strategic marketing planning
28
24
Introduction
28
1
Marketing planning myths
28
2
Operational problems resulting from the forecasting and budgeting approach
30
2
How can these problems be overcome?
32
1
The strategic marketing planning process
33
2
What is a marketing audit?
35
1
Why is there a need for an audit?
36
1
The form of the audit
36
1
When should the audit be carried out?
36
2
Who should carry out the audit?
38
1
What happens to the results of the audit?
38
5
The one-year marketing plan and budget
43
1
Marketing planning systems
44
1
The results of planning
45
2
Positioning of marketing planning
47
2
The position of key account planning in the cycle
49
1
The position of key account planning in strategic marketing planning
50
2
Identifying and targeting key accounts
52
33
Introduction
52
1
Market segmentation
52
1
Market mapping
53
5
Leverage points
58
1
Who buys and what they buy
59
3
Why they buy
62
1
Bringing it all together
63
2
Why market segmentation is vital in planning
65
1
Selecting and targeting market segments
66
12
Setting marketing objectives and strategies
78
3
Defining and selecting target key accounts
81
4
Key account planning
85
27
Introduction
85
2
Client's objectives analysis
87
2
Client's annual report summary and financial analysis
89
2
Client's internal value chain analysis
91
4
The customer's buying process
95
7
Your sales history with the client
102
1
Competitive comparision and competitor strategy
103
2
Next steps
105
1
The strategic marketing plan for key accounts
106
4
Action programme and account review
110
1
Final thoughts
111
1
The role and skills of the key account manager
112
20
Introduction
112
1
The role of the key account manager - evolving with the supplier/customer relationship
113
6
Development of key account management skills
119
8
Status and reward
127
3
Developing people within key account teams
130
1
Conclusion
131
1
Positioning key account activity
132
16
Introduction
132
1
Historical precedents
132
3
Reporting lines within companies
135
1
Matrix management
136
1
The interrelationship of key account management with general marketing
137
1
The global/local challenge for key account management
138
4
Building key account teams
142
2
Cross-boundary teams
144
2
Future organizational structures
146
1
Conclusion
146
2
The future of key account management
148
23
The future evolution of key account management
148
7
The business environment for key account management
155
7
Customer drivers
162
2
What could stop the trend towards value management?
164
2
Strategies for selling companies
166
2
Summary
168
3
Mini-cases
171
16
Introduction
171
1
Smith and Jones Systems plc
171
2
Excellent Process Products
173
1
All Components plc
174
1
Punch Financial Services
175
2
Well & West plc
177
1
Workwise Uniforms
178
1
Jellox SA
179
1
HighRisk Products Limited
179
2
234 Services (UK) Limited
181
1
XYZ Global
182
1
Etoile Consulting
183
1
Contract Employees Limited
183
1
Components GmbH
184
3
Bibliography
187
2
Now that you have read this Book!
189
2
Index
191