“peter cheverton”

This is a practical guide to the concepts, processes and application of professional marketing practice. Written by a practitioner for practitioners, it uses real case studies to illusrate the theories described. The tools and processes outlined are applicable to consumer goods, retail, industrial, ... More

The prospect of true Global Account Management (GAM) looms large for many suppliers as their customer base grows larger and the world grows smaller. Even the experience and hard-learnt lessons of national Key Account Management may not be enough to ease the adjustment to this new challenge. Supplyin... More

Good brand management is the route to getting a brand to work harder, make its proper mark and achieve succes. Any brand-new or old-must be managed, nurtured, exploited and, when necessary, changed. Understanding Brands is for those who know that brand management is crucial but don't know how to go... More

Key account management (KAM) has never been so important in the financial services (FS) industry. As the FS market becomes more competitive, more global and more mature, effective customer relationship management (CRM) has become a big issue, of which the KAM approach is an essential part. Key Acco... More

This is a brand new edition that focuses on the practical issues faced by today's marketing professionals. It is truly about turning strategy into action and provides answers to key marketing issues:... More

Any organization’s key accounts are its lifeblood. This highly practical book puts forward a unique yet simple planning methodology for identifying, obtaining, retaining and developing key customers. This is one of very few books to take the long-term, team-selling strategic view of Key Account Ma... More

Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. For those who know that brand management is crucial but don't know how to go about it, the author illustrates what a brand is, what it can do for them, and how it supports the strategic go... More

An essential guide to supporting and servicing global accounts with insight into managing cultural diversity, this text uses more than 100 case studies to help managers develop a realistic and practical approach.Global Account Management explains the significant challenges of establishing a global a... More

This highly practical book features a unique yet simple planning methodology for identifying, obtaining, retaining, and developing key customers, and provides tools to help companies plan their own strategy as they proceed.Key Account Management is a highly practical book with a unique yet simple pl... More