Key Account Management in Financial Services has been written in response to customer demand. Using specific, tailored examples and case studies from global financial services companies, this book provides marketing professionals in the financial services sectors with expert advice on marketing and selling their financial products to large clients. Compiled from original in-depth research and interviews, the book takes you through the process of understanding, analyzing, planning, implementing, and performance monitoring, so it can be used as a "before, during, and after" guide to practical implementation. The free CD-ROM contains KAM analysis software and planning tools.

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.

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