Learn from an expert and discover the keys to developing and implementing a strategic account plan. Master the crucial steps of key account planning, the keys to analysing customer relationships and the special techniques of bonding mechanisms.
This report guides you through the myriad challenges faced by industrial, consumer product and service companies in today’s uncertain world. Each chapter explores a different part of the strategic customer planning process, explaining the methodology and planning techniques and structures, using examples, formats and checklists to help you implement key account plans. In particular:
Strategic Customer Planning is very much a ‘how to’ Report, providing you with the tools to compile a plan tailored to your organisation’s specific requirements. Charts, checklists and diagrams all smooth the process.
CHAPTER 1: The Key Account Planning Process
CHAPTER 2: The Customer Fact File
CHAPTER 3: Analysing 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
Alan Melkman MBA, BSc(Eng) is Managing Director of Marketing Dynamics Ltd. He specialises in customer and strategic account management, the implications of Internet based technologies for the marketing and sales function, effective selling and strategic and marketing planning. He has been a consultant for over 30 years, working for many organisations across a number of markets and cultures.