English, Article, Journal or magazine article edition: Managing Global Customers Yip, G.S.

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Bookmark: http://trove.nla.gov.au/version/76626
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • Managing Global Customers
Author
  • Yip, G.S.
Physical Description
  • preprint
Notes
  • Multinational companies need to manage their relationships with multinational customers in a globally integrated approach. This paper provides a systematic framework for developing and implementing such global customer management programmes. The paper is based on Chapter 1 of George S. Yip and Audrey Bink, Managing Global Customers: An Integrated Approach, Oxford University Press, 2007. The 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. Lastly, the book takes a systematic and logic driven approach, yet provides many creative insights and practical advice. The primary supporting research is a study on global customer-supplier management with primary research conducted at 22 multinational companies, both global suppliers and global customers. This research involved personal interviews with over 60 senior executives, as well as a detailed multi-level survey completed by 27 executives. The authors obtained information on the way global customer-supplier relationship programmes can be implemented, the barriers that can be encountered and best practices that can lead to extra advantage.
  • global marketing;global customers;global account management
  • RePEc:dgr:euriar:1765015827
Language
  • English
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