Key account management in financial services - Peter Cheverton

Key Account Management in Financial Services has been written in response to demand for a book devoted exclusively to the subject for this market. Using specific, tailored examples and case studies from global financial services companies, it provides you with expert advice on marketing and selling financial products.

Compiled from original in-depth research and interviews, it takes you through the process of understanding, analysis, planning, implementation and performance monitoring, so it can be used as a 'before, during, and after' guide to practical implementation. The free CD ROM contains KAM analysis software and planning tools.

This is a must-have reference if you are working or studying in this field.