Global Account Management: A Complete Action Kit of Tools and Techniques for Managing Big Customers in a Shrinking World
- 4h 20m
- Peter Cheverton
- Kogan Page
- 2006
The aim of the book is to highlight the significant challenges of Global Account Management and to guide the reader through the process of decisions and actions required to make it a success. Global Account Management explores topics such as the critical success factors; understanding the global buyer; understanding the customer's decision making process; making it happen - structure and the persuasive process; the Global Account Plan; and cultural diversity. The implications of making the wrong decisions are enormous - Global Account Management is about deciding the fate of relationships with major customers, committing a business to a series of significant investments and most importantly of all - securing the future success of a company.
About the Author
Peter Cheverton is a founding director of INSIGHT Marketing and People, a global training and consultancy firm specializing in Key and Global Account Management, Leadership, Business Strategy and Value Creation. He has developed an international reputation as one of the leading experts in the challenging area of Key and Global Account Management, working 'hands on' with clients in Europe, the Americas, AsiaPacific and Africa.
He is the author of Key Account Management (4th edition), the seminal work in this important area, and now used as the standard text by several business schools. He is also the author of Key Marketing Skills (2nd edition), and the General Editor of the How come… series of essential business guides, including two of his own titles: How Come You Can't Identify Your Key Customers? and How Come Your Brand Isn't Working Hard Enough?.
Peter regularly presents INSIGHT's one-day Key Account and Global Account Management Masterclasses in London, and other major cities around the globe.
Prior to establishing INSIGHT in 1991, Peter was the European Sales and Marketing Manager for ICI Dulux Paints.
In this Book
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Defining 'Global'
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The Particular Challenge of GAM
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Innocents Among Wolves, and Other Deadly Sins…
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The Critical Success Factors - Making It Happen
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Getting the Big Picture
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Understanding the Global Buyer
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Understanding the Customer's Decision-Making Process
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Managing the Global Touch Points
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Getting the Board on Board
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The Global Account Manager — Rarest of Breeds?
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Making it Happen — Structure and the Persuasive Process
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Performance and Reward
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Getting IT Right
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The Global Account Plan
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Harnessing the Strengths of Cultural Diversity
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Next Steps, and Getting Further Help
