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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Business strategy

• Plný název: Managing Global Customers
• Podnázev: An Integrated Approach
• Autor: George S. Yip, Audrey J.M. Bink
• Jazyk: Angličtina
• Vazba: Pevná
• Počet stran: 288
• EAN: 9780199229833
• ISBN: 019922983X
• ID: 04866664
• Nakladatelství: Oxford University Press
• Hmotnost: 588 g
• Rozměry: 239 × 163 × 22 mm
• Datum vydání: 06. September 2007

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