Description
Book SynopsisIf you buy a new BMW you may be surprised as much by the owner''s manual as by the car itself. Thin, personalized, and containing information only on the features you have selected in the language you speak, it is the result of a year''s collaboration with Xerox that has radically improved the product and decimated costs. It is just one example of the new organizational structures and processes being developed at leading companies to serve the global marketplace. As firms realize that dealing with global customers is not simply an extension of key account management, their most common response is to launch a formal global account management initiative. Done well this is powerful and effective; however without proper planning it can spell disaster. Drawing on widely accepted ''key success factors'' for global account management as well as new elements revealed by their research, David Hennessy and Jean-Pierre Jeannet redefine the process global account management around the premise that
Table of ContentsPreface.
1. Introduction .
2. Global Drivers.
3. Analyzing a Global Customer's Industry .
4. Analyzing the Global Logic of a Customer's Business .
5. Understanding the Client's Strategy.
6. Developing and Delivering the Value Proposition .
7. The Global Account Management Team .
8. Supporting and Implementing Global Account Management .
Appendix: Global Account Management in Action: Xerox, Marriott International and Hewlett-Packard .
Bibliography.
Index.
