Global account management: the new frontier in relationship marketing

• Yip, George S. 
• Madsen, Tammy L. 

Indexed by

SSCI Scopus ABDC-A

Abstract

Explains　the　concept　of　global　account　management　and　the　forces　driving　it.　Provides　a　framework　to　help　managers　to　recognize　why　and　when　to　use　it　and　how　to　implement　it　successfully.　Discusses　examples　from　the　advertising,　computer,　telecommunications,　electrical　component　and　banking　industries　and　provides　an　in‐depth　case　study　from　one　of　the　leading　practitioners　of　global　account　management,　the　Hewlett‐Packard　Company.　Concludes　with　a　guide　to　successful　implementation.

Keyword

• Accounts management
• Globalization
• Implementation

Author Community

Strategy and Entrepreneurship

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