Managing Global Customers: An Integrated Approach
Multinational companies need to manage their relationships with multinational customers with a globally integrated approach. This book provides a systematic framework for developing and implementing such global customer management programs. It draws on in-depth research at over 20 major U.S. and European multinational companies, such as ABB, Bechtel, BP, Bosch, British Airways, Carrefour, Daimler-Chrysler, Hewlett-Packard, HSBC, IBM, Schlumberger, Shell, Siemens, Tesco, Unilever, Vodafone, Wal-Mart, and Xerox. Readers will learn how to · think about managing global customers in the context of their overall global strategy · develop effective global customer management programs · overcome barriers to implementation and success · build better relationships with important customers · get the entire company to engage with managing global customers This book takes a strategic, total business, and not just sales approach to managing global customers. It also takes a customer as well as a supplier perspective. The book provides guidance on both strategy and implementation. Yip and Bink's Managing Global Customers takes a systematic and logic driven approach, yet provides many creative insights and practical advice. Managing Global Customers highlights the rewards of taking a step beyond global account management to create a Global Customer Management approach, integrating globally all aspects of the relationship between supplier and customer. The book gives a framework that guides international companies in using their relationships with global customers to their full potential. George Yip, author of the widely-praised Total Global Strategy, and Audrey Bink tackle in-depth one of the most important aspects of global strategy: How to manage global customers.
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Part IIISupporting Tools
8 Managing Knowledge
9 Rewarding and Motivating the Team
10 Developing for Ongoing Effectiveness
11 Winning with Critical Success Factors
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account company account management programme account manager gam account plan benefits BG Group Carrefour Citigroup client communication company’s competitive corporate culture customer value proposition customer’s discuss DMV International drivers employees ensure example executive sponsor GAGM GCM programme geographical global account management global account organization global account team global agreements global business global capabilities global contract global coordination global customer management global marketing global organization global programme global purchasing global relationship global strategy global supplier Hewlett-Packard HSBC IKAM implementation important industry information management information system integrated approach key account management knowledge management multinational customers national account managers needs operations opportunities organizational partnership position potential products and services regional relationship management remuneration reporting responsible revenue role Royal Dutch Shell Schneider Electric selection selling Shell Siemens specific Star Alliance supply chain team members Unilever Wal-Mart Wärtsilä worldwide Xerox