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Item Details
| Title:
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MANAGING GLOBAL CUSTOMERS
AN INTEGRATED APPROACH |
| By: |
George S. Yip, Audrey J.M. Bink |
| Format: |
Hardback |
| List price:
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£51.00 |
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We believe that this item is permanently unavailable, and so we cannot source
it.
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| ISBN 10: |
019922983X |
| ISBN 13: |
9780199229833 |
| Publisher: |
OXFORD UNIVERSITY PRESS |
| Pub. date: |
6 September, 2007 |
| Pages: |
288 |
| Description: |
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. |
| Synopsis: |
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. |
| Illustrations: |
Numerous figures and tables |
| Publication: |
UK |
| Imprint: |
Oxford University Press |
| Returns: |
Non-returnable |
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