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. Here we have a book or all those involved in the management of key accounts, but uncertain about how these important customers are identified, selected and managed. In a clean, direct style, Cheverton cuts to the quick and 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; achieve operational excellence. `Managing the future` Cheverton says is the purpose of KAM: achieving a realistic balance between objectives, the market opportunity and the resources available. Global cases, tools, techniques and exercises are all features of this inspired little book.

This book is not for advertising and design professionals. It is for all those involved with building and defining their own brand, for those who know that brand management is crucial, but don't know how to go about it. Good brand management is the route to getting the brand to work harder and to make its proper mark. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed. Good brand and business managers must understand what a brand is, what it can do for them and how it supports the strategic goals of the business. Good brand managers must also direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen. HOW COME YOUR BRAND ISN`T WORKING? tackles this challenge head on. Peppered with fascinating real-life examples (good and bad), and a brand health checklist, any manager will benefit from Cheverton's pragmatic advice on positing, targeting and implementation.

«Una rápida y amplia introducción al mundo de "la marca".» Media Week Una buena gestión de marcas es el camino para hacer que una marca trabaje a mayor rendimiento, consiga resultados adecuados y obtenga éxito. Cualquier marca -ya sea nueva o vieja- debe ser gestionada, desarrollada, explotada y, cuando sea necesario, sustituida. Cómo funcionan las marcas está destinado a todos aquellos que conocen que la gestión de marcas es crucial pero no saben cómo iniciarse en ella. Este libro le ayudará a entender: • Qué es una marca y qué puede hacer por usted. • La marca como una carga emocional. • La marca como una personalidad. • La estrategia comercial y de gestión de marcas. • Cómo colocar su marca o prolongarla. • La importancia de los anuncios. Con fascinantes ejemplos auténticos, que incluyen marcas como Persil, Levi Strauss, Dyson, Ben & Jerry's, IKEA, Virgin Atlantic y Nestlé, Cómo funcionan las marcas le acompaña en el proceso completo de construir, definir y gestionar una marca.