Managing Major Accounts: Shaping and Exploiting Your Firm's Intangible Assets (Marketing for Professionals S.)

Managing Major Accounts has never been an easy, straightforward task, but with today's highly competitive, fast moving and demanding business this complexity has made it an almost impossible challenge. What will you do to differentiate yourself from the competition? How will you counteract the omnipotency of your major accounts? Finally, how will you decide which opportunities are worth investing your limited resources in to take the business and its products forward?
Chris Steward, with his insider knowledge, and years of experience, tells you how in Managing Major Accounts. Starting at the strategic, planning level through to practical implementation, he provides clear guidelines to enable you to implement and understand the following core principles: how to determine your strategy for the relationship with your customers so that confrontation is avoided and day-to-day dealings are positive and successful; how to uncover your crucially important intangible assets: the ones that lift you above the competition, where product and service are difficult to differentiate. It promotes the idea that invisible assets can be shaped and utilized as a valuable leverage for creating a market differentiation, and the ways to realize this; and an understanding of which opportunities are likely to be worth pursuing and the strategy for allocating those limited resources to make the most of them.
Managing Major Accounts explains how you can benefit from understanding and putting into practice Joint Account Planning; how super-competitors became leaders and stay there using organizations such as Marks & Spencer and McDonald's as case study material, and how to use the account manager's toolkit. Managing Major Accounts is a practical 'how to' guide for practising managers enabling them to use their scarce resources to their full potential on the most profitable customers and to realize their most lucrative opportunities.