Noel Capon Knihy

Focused on enhancing corporate account management, this resource provides frameworks for developing strategic and global account programs. It is divided into two parts: the first outlines the strategic account program, while the second emphasizes planning for strategic accounts. This comprehensive approach equips both organizations and individual account managers with the necessary strategies and action plans to effectively manage key accounts.

Focusing on the essential knowledge needed for effective market strategy and management, this comprehensive text is tailored for prospective managers rather than just marketers. It emphasizes practical guidance for good marketing practices, recognizing that most readers will pursue careers outside traditional marketing roles. By highlighting the importance of marketing in decision-making for senior executives, the book serves as a crucial foundation for understanding customer interactions and market dynamics, vital for leading and managing any business successfully.

Covering essential marketing concepts in 186 pages across 20 chapters, this book distills key principles and strategies for effective marketing. It serves as a concise guide for readers seeking to understand the fundamentals and apply them in real-world scenarios.

Focusing on the challenges of managing global accounts, this book highlights the increasing demands and sophistication of customers in a competitive, fast-paced environment. It addresses the scarcity of skilled global account managers and the complexities that arise when organizations lack a unified approach to global customer service. The text emphasizes the heightened difficulties of competing internationally compared to domestic markets, particularly when corporate teams across various functions fail to align with global customer needs.

The book offers a concise yet comprehensive marketing framework tailored for students, distilling essential concepts from a longer edition. With 26 chapters spanning 446 pages, it serves as an accessible resource for understanding contemporary marketing practices and strategies in the 21st century.

The authors argue that marketing has lost its way and that companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. They assert that the new marketplace demands integration of the firm's entire capabilities into a system which delivers exemplary customer satisfaction. Integrating marketing is imperative, from the top down and with every major function: finance, operations, sales, R&D, customer service and HR. Only by creating Total Integrated Marketing, they say, which ensures that everyone in the organization has one paramount goal to get and keep customers, can success be achieved. They provide marketing tips and innovations that readers can adapt to their own businesses and revealing cases which lift the lid on good and bad practice around the world.

Großkunden sind für Unternehmen von entscheidender Bedeutung. Key-Account-Management bedeutet die differenzierte und individuelle Bearbeitung dieser Kunden. Noel Capon liefert die umfassendste und detaillierteste Beschreibung des Key-Account-Managements und erklärt, wie ein Key-Account-Management aufgebaut und am Laufen gehalten wird. Zeitlos, wichtig und unverzichtbar: Dies ist das Handbuch, das alle, die im Key- Account-Management arbeiten, benötigen werden.

A practical and timely handbook for modern-day sales managers explains how to transform key accounts, in both domestic and global markets, into business success, providing step-by-step guidelines for developing strategy, managing a sales force, analyzing key accounts, and more. 12,500 first printing.