Global Account Management

A Complete Action kit of Tools and Techniques for Managing Key Global Customers

Peter Cheverton

256 pages, parution le 03/04/2006

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Indisponible

Résumé

The prospect of true Global Account Management (GAM) looms large for many suppliers as their customer base grows larger and the world grows smaller. Even the experience and hard-learnt lessons of national Key Account Management may not be enough to ease the adjustment to this new challenge. Supplying a customer such as Tesco across Europe rather than across the United Kingdom is a much taller order than simply accommodating the extra miles involved.

Global Account Management examines the significant challenges of Global Account Management and is the first book to offer practical advice on the range of decisions and actions required to make it a success. It begins by defining what constitutes a truly global account, sets out the specific challenges of GAM and explains how to successfully manage an account. Topics covered include:

understanding the global buyer;
understanding the decision-making process;
managing global touch points;
the Global Account Plan;
performance and reward.

Global Account Management is essential reading for business directors, sales and marketing directors and global account managers.

L'auteur - Peter Cheverton

Peter Cheverton is a Director of INSIGHT Marketing and People, an international training and consultancy firm specializing in marketing and key account management, with clients in fmcg, financial services, pharmaceuticals, speciality chemicals and IT. He is the author of Key Account Management, and Key Marketing Skills, both published by Kogan Page

Sommaire

Defining 'global'
The particular challenge of GAM
Innocents among wolves, and other deadly sins...
The critical success factors - making it happen
Getting the big picture
Understanding the global buyer
Understanding the customer's decision-making process
Managing the global touch points
Getting the board on board
The global account manager - rarest of breeds?
Making it happen - structure and the persuasive process
Performance and reward
Getting IT right
The global account plan
Harnessing the strengths of cultural diversity
Next steps, and getting further help

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Peter Cheverton
Parution	03/04/2006
Nb. de pages	256
Format	19,5 x 25,5
Couverture	Relié
Poids	725g
Intérieur	Noir et Blanc
EAN13	9780749445386
ISBN13	978-0-7494-4538-6