Global Account Management
Global Account Management shows you how to manage international business accounts, giving you the tools and techniques to look after the large accounts of big customers, in a world that is getting smaller.
Global Account Management explains the significant challenges of establishing a global account strategy and guides you through the process of decisions and actions required to manage global accounts successfully. The book provides a thorough, workmanlike template for all businesses with global clients. It shows you the issues you need to consider from the point of view of both your customers and your company’s internal structure.
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; possess a global operational structure; and have 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.
REVIEWS :“Practical advice on the decisions and actions required to
successfully meet the challenges of GAM.”
Reference and Research Book News
“Explores the significant challenges of global account management
(GAM) and guides the reader through the process of decisions and actions
required to make it a success.”
Journal of Economic Literature
“The author’s wide appreciation of the challenge, and his
practical approach to the solutions, means that this book will fast
become the touchstone of good GAM practice.”
Professor Malcolm McDonald, Emeritus Professor, Cranfield School of
Management (MA (Oxon), MSc, PhD.Litt, FCIM, FRSA)
“Buyers and sellers alike could learn a lot from its contents.”
“I liked the book and would recommend it to all new buyers and
account managers.”
Supply Management, 24 April 2008
Paperback, 256 Pages, Dimensions 234 x 153 MM Language English.
1. Defining ‘global’
2. The particular challenge of GAM
3. Innocents among wolves, and other deadly sins…
4. The critical success factors -- making it happen
5. Getting the big picture
6. Understanding the global buyer
7. Understanding the customer’s decision-making process
8. Managing the global touch points
9. Getting the board on board
10. The global account manager -- rarest of breeds?
11. Making it happen -- structure and the persuasive process
12. Performance and reward
13. Getting IT right
14. The global account plan
15. Harnessing the strengths of cultural diversity
16. Next steps, and getting further help
Peter Cheverton is a director of INSIGHT Marketing and People, now established as the leading international training and consultancy firm in Key and Global Account Management implementation. He is also the author of Global Account Management, Key Account Management , Key Marketing Skills, Key Account Management in Financial Services and Understanding Brands, all published by Kogan Page.