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Description - Strategic Customer Planning by Alan Melkman

With this book, you can master the: crucial steps of key account planning; keys to analysing customer relationships; special techniques of bonding mechanisms; latest technologies for competitive strategic development; and new developments in CRM systems. Industrial, consumer products and services companies all face different challenges, and this report addresses them all. Each chapter 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. It helps the reader - learn how to analyse the threats and take advantage of the opportunities emerging from key new markets such as India and China; and, learn how to deliver additional value to justify price differentials. This fully up to date report also: arms you, in an uncertain world, with the latest techniques for contingency planning and testing; explores the effective steering of customer relationships, use of CRM systems and the more practical issues associated with the planning process and key account plans; and, provides valuable additional material and examples reflecting the latest changes affecting world markets. This is very much a 'how to' Report. After reading those parts that are relevant to your business, you will be able to compile a plan that will work within your particular organization for you, a powerful customer plan that you can implement immediately. There are charts, checklists and diagrams throughout.

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Book Details

ISBN: 9781854183880
ISBN-10: 1854183885
Format: Paperback
(290mm x mm x mm)
Pages: 279
Imprint: Thorogood
Publisher: Thorogood
Publish Date: 1-Jun-2006
Country of Publication: United Kingdom

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Author Biography - Alan Melkman

Alan Melkman MBA, BSc(Eng) is Managing Director of Marketing Dynamics Ltd. He specialises in customer and strategic account management, implications of Internet based technologies for the marketing and sales function, effective selling, strategic and marketing planning. He has been a consultant for over 30 years, with substantial experience working for many organisations across a number of markets and varying cultures.