Integrated Account Management: How Business-to-Business Marketers Maximize Customer Loyalty and Profitability [Hardcover]

Mark A. Peck (Author)

Book Description

Publication Date: April 17, 1997 | ISBN-10: 0814403336 | ISBN-13: 978-0814403334

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.

Editorial Reviews

About the Author

Mark A. Peck (Milwaukee, WI) is a vice president at Hunter Business Direct, one of the country's best-known business-to-business marketing companies.

Product Details

• Hardcover: 336 pages
• Publisher: AMACOM (April 17, 1997)
• Language: English
• ISBN-10: 0814403336
• ISBN-13: 978-0814403334
• Product Dimensions: 10.1 x 7.1 x 1.1 inches
• Shipping Weight: 1.7 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,422,092 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

17 of 19 people found the following review helpful:

5.0 out of 5 stars An excellent coverage of a new business marketing method, October 18, 1998

By 

[e-mail] (Arlington, Virginia) - See all my reviews

This review is from: Integrated Account Management: How Business-to-Business Marketers Maximize Customer Loyalty and Profitability (Hardcover)

In Integrated Account Management, Mark Peck provides a complete guide to installation of a highly profitable system for building customer relationships in a business to business environment. IAM has been used by: - An automotive aftermarket business to turn an $8 million loss into a $400,000 profit in one year - A technology company to create a new sales channel with a 4-1 return on operating expenses - A high-tech company to generate a doubling of sales in one year with no increase in the size of the sales force. Mark Peck is Executive Vice President of Hunter Business Direct. Drawing on experience from such clients as Monsanto, BellSouth, Hewlett Packard, AMOCO and Shell Oil, Peck defines and explains what IAM is and how it can be installed and measured.

Integrated account measurement allows each account manager to manage relationships with customers in ways that are cost effective and profitable. IAM is proactive: it is not a system that waits for the customer to call you. IAM involves high levels of productivity through careful planning of customer contacts. IAM treats account managers as if they were small business owners. They: - Own the relationships with their customers - Plan their customer contacts - Segment their customers by profitability and risk of defection - Work to understand their customer's needs - Use a customer database as a primary customer knowledge tool - Invest in customers based on their worth - Sell by not selling - Let the customer decide the contact medium that they prefer

This book is an essential tool for companies that want to set up an organized system to maximize sales and profits in the most cost effective way, that will guarantee long term customer retention. Review by Arthur Hughes, Executive VIce President of ACS, Inc. He is the author of The Complete Database Marketer (McGraw Hill 1996) and Strategic Database Marketing (McGraw Hill 1994). You may reach Arthur at [e-mail].