£42.99
Managing Global Customers
An Integrated Approach
Overview
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.
What Readers Will Learn
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, and get the entire company to engage with managing global customers.
Approach and Perspective
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.
Creating a Global Customer Management Approach
Managing Global Customers highlights the rewards of taking a step beyond global account management to create a Global Customer Management approach, integrating all aspects of the relationship between supplier and customer globally. The book gives a framework that guides international companies in using their relationships with global customers to their full potential.
About the Authors
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.
