Strategic customer planning how to develop and implement a strategic account plan - Melkman, Alan (Thorogood, 2006)
At head of title: Specially commissioned report
Includes bibliographical references (p. 250)
The authors; Introduction to second edition; Introduction, summary and how to get the most out of this book; Chapter 1 The key account planning process; Chapter 2 The customer fact file; Chapter 3 Analyzing performance data; Chapter 4 Customer relationship analysis; Chapter 5 Conducting the SWOT analysis; Chapter 6 Picturing the future; Chapter 7 Creating the future; Chapter 8 Implementing the key account plan; Chapter 9 Account planning formats; Conclusion
Industrial, consumer products and services companies all face different challenges. Addressing these challenges, each chapter in this work looks at one part of the planning process, explaining the methodology, planning techniques and structures, with examples, formats and checklists to help you implement the key account planning process