Managing Global Customers : An Integrated Approach Hardback
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 customersThis 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.
- Format: Hardback
- Pages: 288 pages, Numerous figures and tables
- Publisher: Oxford University Press
- Publication Date: 01/09/2007
- Category: Business strategy
- ISBN: 9780199229833