Business-to-business marketing has become fiercely competitive and chaotic. Smart marketers and sales professionals are learning an exciting and profitable new way to find and keep customers in this difficult environment.
Integrated Account Management features a proactive and personal approach that creates mutually beneficial customer relationships (and makes every customer profitable).
With more than 90 charts, resources, and case studies, the book shows how to:
** pinpoint appropriate customers for the IAM system
** hire and train an account management team
** conduct workshops (to discover what customers value in a contact)
** build customer-contact plans at all levels
** measure customer loyalty
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