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Author Peter Cheverton - an expert practitioner and teacher of account management - highlights the difference between an international company operating in different markets and one that can be considered as truly global. He reveals that, to operate accounts globally, you need to understand whether your client has consistent needs across different countries; possesses a global operational structure; and has the ability to implement global decisions. He then details the factors critical to your successful handling of a global account.
The implications of making the wrong decisions in a global marketplace are enormous - Global Account Management gives you the information and insight you need to establish the best long-term relationships with your biggest clients, and - most importantly of all - secure the future success of your company. Global Account Management is an essential guide for business directors, sales and marketing directors, and global account managers.
Author Peter Cheverton - an expert practitioner and teacher of account management - highlights the difference between an international company operating in different markets and one that can be considered as truly global. He reveals that, to operate accounts globally, you need to understand whether your client has consistent needs across different countries; possesses a global operational structure; and has the ability to implement global decisions. He then details the factors critical to your successful handling of a global account.
The implications of making the wrong decisions in a global marketplace are enormous - Global Account Management gives you the information and insight you need to establish the best long-term relationships with your biggest clients, and - most importantly of all - secure the future success of your company. Global Account Management is an essential guide for business directors, sales and marketing directors, and global account managers.
Features international case studies illustrating good and bad practice – from Wal-Mart and Carrefour to McDonald’s and ICI
“Explores the significant challenges of global account management and guides the reader through the process of decisions and actions required to make it a success.”
Journal of Economic Literature
Contents
About the author
Acknowledgements
Introduction
1 Defining 'global'
Truly global, or just plain international?; Timing your global response -- handling the 'would-be' globals; Taking the leap... upstairs...
2 The particular challenge of GAM
Organizational and structural complexity; Authority; The irrationality of senior managers (no, really); Culture; Geography and time zones
3 Innocents among wolves, and other deadly sins...
4 The critical success factors -- making it happen
5 Getting the big picture
Opportunity chain analysis; Business driver analysis; The shared future analysis; A postscript
6 Understanding the global buyer
The global buyer's ambitions and purpose; Buying power -- pricing and terms; Operational efficiencies -- organizational structure; Supply chain management -- making it happen; Supplier management -- rationalization, positioning, and key/strategic suppliers; Protecting your investment; Postscript -- some deadly realism
7 Understanding the customer's decision-making process
The types of DMU; DMU analysis -- the toolkit
8 Managing the global touch points
Influencing strategy; Service provision strategy; The invisible interactions
9 Getting the board on board
Champions and enablers; Leadership, empowerment and coaching; Participants
10 The global account manager -- rarest of breeds?
The skills for the task; Managing teams; Coaching ; Authority; The global account manager -- a sales professional?
11 Making it happen -- structure and the persuasive process
Some 'guidelines'; Making it happen -- the 'persuasive process'
12 Performance and reward
Right performance, right reward; Measuring the reward -- customer profitability
13 Getting IT right
14 The global account plan
15 Harnessing the strengths of cultural diversity
Cultural preferences; What goes wrong?; What must go right?; Cultural preference -- the 16 scales; Forging a competitive advantage
16 Next steps, and getting further help
Value propositions; INSIGHT Marketing and People; Further reading
Index
| Erscheinungsjahr: | 2008 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9780749452278 |
| ISBN-10: | 0749452277 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Wragg, David |
| Hersteller: | Kogan Page |
| Verantwortliche Person für die EU: | Produktsicherheitsverantwortliche/r, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 234 x 156 x 15 mm |
| Von/Mit: | David Wragg |
| Erscheinungsdatum: | 29.01.2008 |
| Gewicht: | 0,398 kg |
Features international case studies illustrating good and bad practice – from Wal-Mart and Carrefour to McDonald’s and ICI
“Explores the significant challenges of global account management and guides the reader through the process of decisions and actions required to make it a success.”
Journal of Economic Literature
Contents
About the author
Acknowledgements
Introduction
1 Defining 'global'
Truly global, or just plain international?; Timing your global response -- handling the 'would-be' globals; Taking the leap... upstairs...
2 The particular challenge of GAM
Organizational and structural complexity; Authority; The irrationality of senior managers (no, really); Culture; Geography and time zones
3 Innocents among wolves, and other deadly sins...
4 The critical success factors -- making it happen
5 Getting the big picture
Opportunity chain analysis; Business driver analysis; The shared future analysis; A postscript
6 Understanding the global buyer
The global buyer's ambitions and purpose; Buying power -- pricing and terms; Operational efficiencies -- organizational structure; Supply chain management -- making it happen; Supplier management -- rationalization, positioning, and key/strategic suppliers; Protecting your investment; Postscript -- some deadly realism
7 Understanding the customer's decision-making process
The types of DMU; DMU analysis -- the toolkit
8 Managing the global touch points
Influencing strategy; Service provision strategy; The invisible interactions
9 Getting the board on board
Champions and enablers; Leadership, empowerment and coaching; Participants
10 The global account manager -- rarest of breeds?
The skills for the task; Managing teams; Coaching ; Authority; The global account manager -- a sales professional?
11 Making it happen -- structure and the persuasive process
Some 'guidelines'; Making it happen -- the 'persuasive process'
12 Performance and reward
Right performance, right reward; Measuring the reward -- customer profitability
13 Getting IT right
14 The global account plan
15 Harnessing the strengths of cultural diversity
Cultural preferences; What goes wrong?; What must go right?; Cultural preference -- the 16 scales; Forging a competitive advantage
16 Next steps, and getting further help
Value propositions; INSIGHT Marketing and People; Further reading
Index
| Erscheinungsjahr: | 2008 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9780749452278 |
| ISBN-10: | 0749452277 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Wragg, David |
| Hersteller: | Kogan Page |
| Verantwortliche Person für die EU: | Produktsicherheitsverantwortliche/r, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 234 x 156 x 15 mm |
| Von/Mit: | David Wragg |
| Erscheinungsdatum: | 29.01.2008 |
| Gewicht: | 0,398 kg |
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