- ISBN-10: 019922983X
- ISBN-13: 9780199229833
- Author: George S. Yip
- Language: English
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.