Key Account Management in Financial Services: Tools and Techniques for Building Strong Relationships with Major Clients

by Peter Cheverton (Author), Bryan Foss (Author), Tim Hughes (Author)



Using specific, tailored examples and case studies from global financial services companies, Key Account Management in Financial Services provides marketing professionals in the financial services sector with expert advice on marketing and selling their financial products to large clients.

Compiled from original research and interviews, this book can be used as a “before, during, and after” guide to practical implementation.  Contents include: defining key account management in financial services; the customer’s perspective; preparing for key account management; identifying key accounts; entry strategies; meeting the customer’s needs; keeping on track.