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The essential guide to key account selection

Auteurs

Peter Cheverton

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Paramètres

Affaires & Gestion
Commerce
Marketing & Ventes

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A handbook on key account management (KAM). In How Come You Can't Identify Your Key Customers? Peter Cheverton explores how to achieve the core objectives of KAM, such as how to retain customers in a competitive environment and how to create a customer-intimate business. There are global cases, tools, techniques and exercises.