Managing global customers : an integrated approach

This book highlights the rewards of taking a step beyond global account management to create a Global Customer Management approach, integrating globally all aspects of the relationship between supplier and customer. It gives a framework that guides international companies in using their relationships with global customers to their full potential. - ;Multinational companies need to manage their relationships with multinational customers with a globally integrated approach. This book provides a systematic framework for developing and implementing such global customer management programs. It draw