Managing Global Customers: An Integrated Approach by George S. YipManaging Global Customers: An Integrated Approach by George S. Yip

Managing Global Customers: An Integrated Approach

byGeorge S. Yip, Audrey J.M. Bink

Hardcover | October 6, 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 toDT think about managing global customers in the context of their overall global strategyDT develop effective global customer management programsDT overcome barriers to implementation and successDT build better relationships with important customersDT 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 logicdriven 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 inusing 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.
George Yip is Vice President and Director of Research and Innovation at Capgemini Consulting, based in London. 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 held the Chair of Marketing and ...
Title:Managing Global Customers: An Integrated ApproachFormat:HardcoverDimensions:286 pages, 9.21 × 6.14 × 0.79 inPublished:October 6, 2007Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:019922983X

ISBN - 13:9780199229833


Table of Contents

PrefacePart I: Foundation1. Managing Globally2. Exploiting Globalization Drivers and Potential3. Integrating GCM with Global Strategy and Organization4. Structuring the Global Customer Management ProgramPart II: Key Choices5. Selecting and Managing Global Accounts6. Empowering Global Account Managers7. Building the Global Account TeamPart III: Supporting Tools8. Managing Knowledge9. Rewarding and Motivating the TeamPart IV: Process10. Developing For Ongoing Effectiveness11. Winning with Critical Success FactorsPart V: Case Studies

Editorial Reviews

`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