Global Account Management: A Complete Action Kit Of Tools And Techniques For Managing Key Global Customers

An essential guide to supporting and servicing global accounts with insight into managing cultural diversity, this text uses more than 100 case studies to help managers develop a realistic and practical approach.

Global Account Management explains the significant challenges of establishing a global account strategy and guides the reader through the process of decisions and actions required to manage global accounts successfully. The book provides a thorough, workmanlike template for all businesses with global clients. Author Peter Cheverton highlights the difference between an international company operating in different markets and one that can be considered truly global. He explains that company directors need to understand whether a client has consistent needs across different countries, possesses a global operational structure, and has the ability to implement global decisions. Cheverton then details the factors critical to successful handling of a global account. The implications of making the wrong decisions in a global marketplace are enormous. Global Account Management gives readers the information and insight they need to ensure the future success of their companies.