How come you can't identify your key customers - Peter Cheverton

Key account management (KAM) is not a sales initiative, it is a business-wide
process that must be managed and supported from the top. This handbook is
designed for all those involved in the management of key accounts, but who are
uncertain about how these important customers are identified, selected and
managed. Peter Cheverton shows how to achieve the core objectives of KAM: retain
existing customers in a competitive environment; grow through acquiring new
long-term contracts; achieve global "preferred supplier" status; manage
customers serviced by several departments in a consistent way; create a
customer-intimate business; and achieve operational excellence. According to
Cheverton the purpose of KAM is "managing the future" - achieving a realistic
balance between objectives, the market opportunity and the resources available.
Global cases, tools, techniques and exercises are all included.