Key Account Management and Planning - by Noel Capon (Paperback)

Book Synopsis

The vastly increased level of competitive intensity faced by corporations and the increased costs of selling have radically changed the nature of the traditional selling process. Key or "strategic" accounts have now become a company's most important asset, in some cases supplying in excess of 80 percent of a firm's revenues. Here, in one powerful volume, key account management expert Noel Capon provides the most comprehensive treatment of key account management and planning yet published.

For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition.

Timely, important, and essential, Key Account Management and Planning is the only reference handbook those with key account responsibilities will ever need.

Review Quotes

Bram Bluestein Executive Vice President, A. T. Kearney, Inc. Those who have already begun to implement this system will find themselves in many chapters of this book. Those who are just embarking on the journey will find it invaluable to accelerate successful implementation.

Fred Schindler International Sales Operations, Program Executive, Global Customer Management, IBM Capon's differentiation of the global account management elements is insightful and will help those considering global account management to avoid some common mistakes. If his advice is followed, companies can get breakthrough results in managing their most important clients.

John Quelch Dean, London Business School, London, England A must-read for executives around the world for whom key account management is fast becoming one of their most critical challenges.

Lisa Napolitano Executive Director, Strategic Account Management Association (SAMA) A truly comprehensive book...its strength is its delineation of the many components of crafting and executing a successful strategic customer strategy, something every business executive should be clamoring for in today's highly competitive marketplace.

Steven W. Lewis Vice President, Development II, Inc. This book will catapult Mr. Capon into the forefront of strategic account management. It is destined to be the primer for creating successful national and global programs.

Tom VanHootegem Director of National Accounts, Boise Cascade Office Products, and past President, Strategic Account Management Association (SAMA) Noel Capon has written the bible of key account management for anyone who works with key accounts, particularly those in senior management. I was really impressed with the level of detail and the depth of the understanding. This handbook will be my first source to research specific issues as they might arise. A superb achievement.

William Ilaria Senior Director, Business Development, Kraft Foods From theory to practice to implementation in one complete guide to increasing brand and company value. I've used Noel Capon's approach and it works. It's that simple.

About the Author

Noel Capon is the R.C. Kopf Professor of International Marketing and consults to leading companies throughout the world. Professor Capon is one of the world's leading experts on key account management. He has published more than eighty articles, book chapters, and books and won the Chazen International Innovation Prize in 1996. He has taught in France, Hong Kong, and the People's Republic of China.