The Challenge of Global Customer Management
Global account management is a new process by which multinational companies can better manage their relationships with global customers. This article provides a framework and methodology that managers can use to diagnose whether and how to use global account management. We also report on evidence from a study of 191 senior executives of major multinational companies. Multinational customers are increasingly demanding global consistency in service quality and performance, global contracts, uniform terms of trade, global pricing, and the like. Multinational suppliers need to respond with appropriate programs. Getting it right helps performance in terms of customer satisfaction, revenues, and profits.
MONTGOMERY, David B. and Yip, G. S..
The Challenge of Global Customer Management. (2000). Marketing Management. 9, (4), 22-29. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/1623
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