Managing Global Customers: An Integrated Approach (Hardback)
  • Managing Global Customers: An Integrated Approach (Hardback)
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Managing Global Customers: An Integrated Approach (Hardback)

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£51.00
Hardback 288 Pages / Published: 06/09/2007
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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.

Publisher: Oxford University Press
ISBN: 9780199229833
Number of pages: 288
Weight: 577 g
Dimensions: 240 x 160 x 20 mm


MEDIA REVIEWS
Managing Global Customers provides a most comprehensive and insightful guide to this very important subject to businesses today. I recommend that every executive involved in international business read this book. * Alan Nonnenberg, Founder and former Director of Global Accounts Program, Hewlett-Packard Co. *
No one has studied both the theory and the practice of global customer management more thoroughly than George Yip. This book provides a wealth of learning on a critical requirement in today's global marketplace. I only wish I had been able to read it earlier in my career. * David Butter, Senior Vice President, Young and Rubicam Brands *
Managing Global Customers provides a rigorous framework for tackling this critical subject. This book is highly relevant to marketing professionals, researchers and students. * John A. Quelch, Lincoln Filene Professor of Business Administration, Harvard Business School *
Yip and Bink debunk past thinking of global client management as some kind of programme or initiative. What they offer (that's new) is a holistic perspective on Global Customer Management as both strategy and organisational culture combined - quite simply they have produced a comprehensive reference piece that summarises how some of the most effective institutions succeed with their global clients by behaving in a fully integrated manner across the entire organisation. * David Bowerin, Managing Director, Citigroup Markets and Banking *
In Managing Global Customers George Yip and Audrey Bink combine academic rigor and intellectual clarity with practical orientation, guidance and applicability: A must-have for everyone actively involved in global customer management. * Andre W. Guyer, Head of Global Business Process Transformation, Zurich Insurance Company *

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