グローバルな顧客管理<br>Managing Global Customers : An Integrated Approach

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グローバルな顧客管理
Managing Global Customers : An Integrated Approach

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  • 製本 Hardcover:ハードカバー版／ページ数 288 p.
  • 言語 ENG
  • 商品コード 9780199229833
  • DDC分類 658.84

基本説明

Draws on research at over 20 U.S. and European multinational companies, such as British Airways, Carrefour, Daimler-Chrysler, Hewlett-Packard, HSBC, IBM, Vodafone, Wal-Mart, and Xerox.

Full Description

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.

Contents

PART I: FOUNDATION; PART II: KEY CHOICES; PART III: SUPPORTING TOOLS; PART IV: PROCESS; PART V: CASE STUDIES