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

Cheverton, Peter; Foss, Bryan; Hughes, Tim

Softcover

ISBN 10: 074945069X ISBN 13: 9780749450694

Publisher: Kogan Page, 2008

Synopsis

Using specific, tailored examples and case studies from global financial services companies, Key Account Management in Financial Services provides marketing professionals in the financial services sector with expert advice on marketing and selling their financial products to large clients.

 

Compiled from original research and interviews, this book can be used as a “before, during, and after” guide to practical implementation.  Contents include: defining key account management in financial services; the customer’s perspective; preparing for key account management; identifying key accounts; entry strategies; meeting the customer’s needs; keeping on track.

About this title

About the Author

Peter Cheverton is Director of Insight Marketing and People Ltd, and author of Key Account Management and Key Marketing Skills (both Kogan Page).  Bryan Foss is director of www.FossInitiatives.com and an adviser to a portfolio of fast-growing international companies.  Tim Hughes is a marketing consultant, mainly for financial services companies. He is a Senior Lecturer at Bristol Business School, UK.  Merlin Stone is a leading authority on marketing and customer management and has published numerous books and articles on these subjects.

Edition details

• Publisher: Kogan Page
• Publication date: 2008
• Language: English
• ISBN 10: 074945069X
• ISBN 13: 9780749450694
• Binding: Paperback
• Number of pages: 334