"An organization's key accounts are its lifeblood. Key account management focuses on the long-term investment of resources in customers that can offer an exceptional return on resources. But which are the key accounts? Are they the ones growing the fastest? The ones that are most financially...

This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer...

Cover; Zum Inhalt/Zu den Autoren; Titel; Vorwort: Gebrauchsanleitung; Inhaltsverzeichnis; Verzeichnis der Abbildungen; 1 Erfolge mit Schlüsselkunden; 1.1 Kundenorganisation; 1.2 Entwicklungslinien des Key Account Management; 1.3 Aktuelle Herausforderungen im Key Account Management; 2 Situatives...