大客户管理

1. The key account managers role
■Defining key account management
■Organising key account management

2. The key account manager: managing knowledge
■The expert and the consultant
■Understanding customers in depth
■Running the SWOT analysis

3. The key account manager: managing business
■Generating and building business
■The account business plan
■The account planning process

4. The key account manager: managing relationships
■Taking up PR
■Identifying and involving key players
■Analysing relationship effectiveness to fine-tune strategy

5. The Key Account Manager project and team manager
■The role as coordinator responsible for the action plan
■Organizing implementation and mobilizing the team
■Guiding development of the action plan
■Developing cooperation and avoiding conflicts