Abstract
With maximizing share of the customers’ wallets on a long-term basis as the chief goal, this chapter introduces the reader to the context, need and genesis of the book. The author’s motivation to pen the book, how and where the nuanced concepts will be useful and the structure of the book are delineated. This chapter also defines account management, the gamut of salient differences from sales and a vast list of examples where account management concept could apply. What specific ways can a customer’s needs manifest? How are these articulated, if at all? These fundamentals form part of this chapter.
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Notes
- 1.
Andris A. Zoltners , PK Sinha and Sally E. Lorimer , Despite dire predictions, salespeople aren’t going away ( Harvard Business Review , 31 March 2016).
- 2.
Most in-demand jobs for 2016 (World Economic Forum , December 2015).
- 3.
Siemens : Account management at a technology company, (Velocity Reprint, Vol. II No. 1 1stquarter 2009).
- 4.
Philip Kotler , Marketing Management, tenth edition (Prentice Hall ), pp. 192–215.
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Shankar, B. (2018). Introduction and Fundamentals. In: Nuanced Account Management. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-10-8363-1_1
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DOI: https://doi.org/10.1007/978-981-10-8363-1_1
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Publisher Name: Palgrave Macmillan, Singapore
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Online ISBN: 978-981-10-8363-1
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