| |
The prospect of true Global Account Management (GAM) looms large for many suppliers as their customer base grows larger and the world grows smaller. Even the experience and hard-learnt lessons of national Key Account Management may not be enough to ease the adjustment to this new challenge. Supplying a customer such as Tesco across Europe rather than across the United Kingdom is a much taller order than simply accommodating the extra miles involved.
Global Account Management examines the significant challenges of Global Account Management and is the first book to offer practical advice on the range of decisions and actions required to make it a success.
Contents: Defining Global ¢ The particular Challenge of GAM ¢ Innocent among wolves, and other deadly sins ¢ The critical success factors - making it happen ¢ Getting the big picture ¢ Understanding the global buyer ¢ Understanding the customer`s decision making process ¢ Managing the global touch points ¢ Getting the board on board ¢ The Global account manager - rarest of breeds? ¢ Making it happen - structure and the persuasive process ¢ Performance and reward
¢ Getting IT right ¢ The Global account plan ¢ Next steps, and getting further help
About the Author: Peter Cheverton is a Director of INSIGHT Marketing and People, an international training and consultancy firm specializing in marketing and key account management, with clients in fmcg, financial services, pharmaceuticals, speciality chemicals and IT. He is the author of Key Account Management, and Key Marketing Skills, both published by Kogan Page
Target Audience : Business Directors, Sales and Marketing Directors and Global account Managers
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9788175545403
|
| |
Pages : 295
|