Global Account Management: A Complete Action Kit of Tools and Techniques for Managing Key Global Customers

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Kogan Page Publishers, 2008 - Business & Economics - 242 pages

Global Account Management explains the significant challenges of establishing a global account strategy and guides you through the process of decisions and actions required to manage global accounts successfully. The book provides a thorough, workmanlike template for all businesses with global clients. It shows you the issues you need to consider from the point of view of both your customers and your company's internal structure.

Author Peter Cheverton - an expert practitioner and teacher of account management - highlights the difference between an international company operating in different markets and one that can be considered as truly global. He reveals that, to operate accounts globally, you need to understand whether your client has consistent needs across different countries; possesses a global operational structure; and has the ability to implement global decisions. He then details the factors critical to your successful handling of a global account.

The implications of making the wrong decisions in a global marketplace are enormous - Global Account Management gives you the information and insight you need to establish the best long-term relationships with your biggest clients, and - most importantly of all - secure the future success of your company. Global Account Management is an essential guide for business directors, sales and marketing directors, and global account managers.

 

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Contents

Defining global
1
The particular challenge of GAM
17
Innocents among wolves andother deadly sins
29
The critical success factors making it happen
37
Getting the big picture
45
Understanding the global buyer
73
Understanding the customersdecisionmaking process
95
Managing the global touch points
115
The global account manager rarest of breeds?
151
Making it happen structureand the persuasive process
175
Performance and reward
187
Getting IT right
199
The global account plan
205
Harnessing the strengthsof cultural diversity
211
Next steps and getting further help
235
Index
241

Getting the board on board
139

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About the author (2008)

Peter Cheverton is a Director of INSIGHT Marketing and People, an international training and consultancy firm specializing in marketing and key account management, with clients in financial services, pharmaceuticals, speciality chemicals and IT. He is the author of Key Account Management, Key Marketing Skills and Key Account Management in Financial Services, all published by Kogan Page.

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