Key account management by Peter Cheverton pdf free download. The world of business-to-business financial services is intriguing for the marketing expert. At the high end, the risks associated with individual products or customers are high. Failures in governance can bring whole companies down, and have done. Many contracts for particular deals involve legal advice and legal fees can be hundreds of thousands or even millions of dollars. While the prospective gains and losses may be much smaller for bank or insurance branches managing their local key accounts, the need for professionalism for a balance between marketing, sales and service on the one hand and risk management and prudence on the other, is just as great.
Key account management by Peter Cheverton pdf free download
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