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Global account management: the new frontier in relationship marketing

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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.

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Strategy and Entrepreneurship


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International Marketing Review

ISSN:0265-1335

Year:2013

Issue:3

Volume:13

Page:24-42

Powered by JCR@2013

ESI Discipline:ECONOMICS & BUSINESS;

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