Mark A. Peck - Integrated Account Management: How Business-to-Business Marketers Maximize Customer Loyalty and Profitability

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title	:	Integrated Account Management : How Business-to-business Marketers Maximize Customer Loyalty and Profitability
author	:	Peck, Mark A.
publisher	:	AMACOM Books
isbn10 | asin	:	0814403336
print isbn13	:	9780814403334
ebook isbn13	:	9780585039800
language	:	English
subject	Industrial marketing, Customer loyalty.
publication date	:	1997
lcc	:	HF5415.1263.P43 1997eb
ddc	:	658.8/4
subject	:	Industrial marketing, Customer loyalty.

Page iii Integrated Account Management How Business-to-Business Marketers Maximize Customer Loyalty and Profitability Mark A. Peck AMACOM American Management Association New York * Atlanta * Boston * Chicago * Kansas City * San Francisco * Washington, D.C. Brussels * Mexico City * Tokyo * Toronto

Page iv Thisbookisavailableataspecialdiscountwhenorderedinbulkquantities . Forinformation , contactSpecialSalesDepartment , AMACOM , adivisionofAmericanManagementAssociation , 1601Broadway , NewYork , NY10019-7420 . Thispublicationisdesignedtoprovideaccurateandauthoritativeinformationinregardtothesubjectmattercovered . Itissoldwiththeunderstandingthatthepublisherisnotengagedinrenderinglegal , accounting , orotherprofessionalservice . Iflegaladviceorotherexpertassistanceisrequired , theservicesofacompetentprofessionalpersonshouldbesought . Library of Congress Cataloging-in-Publication Data Peck, Mark A. Integrated account management : how business-to-business marketers maximize customer loyalty and profitability / Mark A. Peck. p. cm. Includes bibliographical references and index. ISBN 0-8144-0333-6 1. Industrial marketing. I. Title. HF5415 .1263 .P43 1997 658 .8 '4-dc21 96-40049 CIP 1997 Mark A . Peck . All rights reserved . Printed in the United States of America . This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019-7420. Printingnumber 10 9 8 7 6 5 4 3 2 1

Page v Contents List of Figures vii Acknowledgments xi Preface xiii 1 The Changing Business-to-Business Marketing Landscape 1 2 IAM: A New Way of Doing Business With Your Customers 19 3 Is IAM Right for Your Company? 31 4 Building an IAM Program 49 5 Managing to the Vision 67 6 Segmenting and Grading Customers 75 7 Design and Construction of IAM Modules 103 8 Profiling and Selecting the IAM Team 115 9 Defining Customer Contact Value: The Customer Workshop 139 10 The IAM Process 159 11 Building the Contact Plan 175 12 Developing Account Managers 207 13 What to Expect and How to Measure It 225 14 Customer Loyalty as an IAM Measurement System 237 15 Selecting an IAM Information System 257 16 The New Account Manager: A Day in the Life 277 Epilogue 289 Appendix: Software Packages and Vendors 291 Index 311

Page vii List of Figures Figure 1-1. Reasons for buying. 7 Figure 1-2. Differentiating satisfiers customer loyalty survey. 9 Figure 1-3. Relationship/customer fit analysis. 10 Figure 1-4. Marketing integration cost per contact. 12 Figure 1-5. Customer profitability as a function of number of years retained 14 Figure 1-6. Impact of a five-percentage-point increase in retention rate on customer net present value(over a one-year period) 14 Figure 1-7. Correlation between account management and sales volume at TeamTBA. 16

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