George S. Yip, Audrey J.M. Bink. "Managing Global Customers: An Integrated Approach"

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
DT think about managing global customers in the context of their overall global strategy
DT develop effective global customer management programs
DT overcome barriers to implementation and success
DT build better relationships with important customers
DT 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.

Contents
List of Figures
Table
Preface
Part I. Foundation
1 Managing Globally
2 Exploiting Globalization Drivers and Potential
3 Integrating GCM with Global Strategy and Organization
4 Structuring the Global Customer Management Programme
Part II. Key Choices
5 Selecting and Managing Global Accounts
6 Empowering Global Account Managers
7 Building the Global Account Team
Part III. Supporting Tools
8 Managing Knowledge
9 Rewarding and Motivating the Team
Part IV. Process
10 Developing for Ongoing Effectiveness
11 Winning with Critical Success Factors
Appendix: Case Studies
Bibliography
Index