This book 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. It gives a framework that guides international companies in using their relationships with global customers to their full potential.
This book 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. It gives a framework that guides international companies in using their relationships with global customers to their full potential.
George Yip is Dean of RSM Erasmus University, the Netherlands. He wrote this book while he was Professor of Strategic and International Management at London Business School and Lead Senior Fellow of the U.K.'s Advanced Institute of Management Research. He was Vice President, Director of Research & Innovation, Capgemini Consulting, held the Chair of Marketing and Strategy at Cambridge University, and has also held faculty positions at Harvard Business School and UCLA, and visiting positions at China-Europe International Business School, Georgetown, Oxford, and Stanford. His book, Total Global Strategy: Managing for Worldwide Competitive Advantage (Prentice Hall, 1992) was selected as one of the 30 best business books of 1992, has been published in ten languages, and updated as Total Global Strategy II (2003). Audrey Bink is Marketing and Communications at Delft University of Technology, the Netherlands. She previously held a research position at London Business School, with her work focusing on Global Customer-Supplier Management. As a product manager and market development manager, Audrey has also been active in global industrial marketing at DMV International, the ingredients division of dairy cooperative Campina. She holds an M.Sc. in Industrial Engineering and Management Science from Eindhoven University of Technology (The Netherlands).
Inhaltsangabe
Preface Part I: Foundation 1: Managing Globally 2: Exploiting Globalization Drivers and Potential 3: Integrating GCM with Global Strategy and Organization 4: Structuring the Global Customer Management Program Part II: Key Choices 5: Selecting and Managing Global Accounts 6: Empowering Global Account Managers 7: Building the Global Account Team Part III: Supporting Tools 8: Managing Knowledge 9: Rewarding and Motivating the Team Part IV: Process 10: Developing For Ongoing Effectiveness 11: Winning with Critical Success Factors Part V: Case Studies
Preface Part I: Foundation 1: Managing Globally 2: Exploiting Globalization Drivers and Potential 3: Integrating GCM with Global Strategy and Organization 4: Structuring the Global Customer Management Program Part II: Key Choices 5: Selecting and Managing Global Accounts 6: Empowering Global Account Managers 7: Building the Global Account Team Part III: Supporting Tools 8: Managing Knowledge 9: Rewarding and Motivating the Team Part IV: Process 10: Developing For Ongoing Effectiveness 11: Winning with Critical Success Factors Part V: Case Studies
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