Business : Marketing

Key account management (KAM) is not a sales initiative, it is a business-wide process that must be managed and supported from the top. This handbook is designed for all those involved in the management of key accounts, but who are uncertain about how these important customers are identified, selected and managed. Peter Cheverton shows how to achieve the core objectives of KAM: retain existing customers in a competitive environment; grow through acquiring new long-term contracts; achieve global "preferred supplier" status; manage customers serviced by several departments in a consistent way; create a customer-intimate business; and achieve operational excellence. According to Cheverton the purpose of KAM is "managing the future" - achieving a realistic balance between objectives, the market opportunity and the resources available. Global cases, tools, techniques and exercises are all included. more...

Price: $14.95

The bestselling guide to the high-stakes world of high tech! Exploring the new high-tech landscape and its implications for business strategy, Geoffrey Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. From marketing to overall business strategy, Inside the Tornado is a must-read for anyone in the high-tech business. more...

Price: $13.99

This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire. more...

Price: $45.95

ROI (Return on Investment) is today's key business tool for measuring how effectively money was spent--yet few marketing managers receive any ROI training at all. Marketing ROI changes all that, showing marketing pros at every level how to use ROI and other financial metrics to support their strategic decision making. This comprehensive book details how an accurate working knowledge of ROI is essential for using the latest marketing measurements, and provides insights for gaining the greatest competitive advantage from the skilled use and understanding of ROI concepts. more...

Price: $39.95

* The ideal introductory guide to Microsoft's much anticipated entry into the Customer Relationship Management (CRM) software marketplace * Discusses the key features of Microsoft's CRM software, including tools to help businesses sell more effectively, manage all customer communications in one place, track and convert leads, make informed decisions faster, and provide consistent service * Provides expert tips and tricks to make the software work more effectively * Explains how to achieve increased customer satisfaction, customer loyalty, and more profitable customer relationships * Author is considered one of a handful of global experts on CRM for small- and medium-sized businesses more...

Price: $24.99