GLOBAL ACCOUNT MANAGEMENT: A COMPLETE ACTION KIT OF TOOLS AND TECHNIQUES FOR MANAGING KEY GLOBAL CUSTOMERS: 1
Book ID/图书代码： 07682015B78480
English Summary/英文概要： Global Account Management explains the significant challenges of establishing a global account strategy and guides you 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. It shows you the issues you need to consider from the point of view of both your customers and your company’s internal structure.
Author Peter Cheverton - an expert practitioner and teacher of account management - highlights the difference between an international company operating in different markets and one that can be considered as truly global. He reveals that, to operate accounts globally, you need to understand whether your client has consistent needs across different countries; possesses a global operational structure; and has the ability to implement global decisions. He then details the factors critical to your successful handling of a global account.
The implications of making the wrong decisions in a global marketplace are enormous - Global Account Management gives you the information and insight you need to establish the best long-term relationships with your biggest clients, and - most importantly of all - secure the future success of your company. Global Account Management is an essential guide for business directors, sales and marketing directors, and global account managers.
Chinese Summary/中文概要： 《全球客户管理》阐述了在建立全球客户战略中会遇到的挑战，并引导你如何成功管理，作出决断。书中提供的战略是所有拥有全球客户的企业都能套用的，由点及面，教会读者从客户和公司内部结构双向出发考虑。
作者彼特•切尔顿是客户管理方面的专家和讲师，他着重讲述了经营不同市场的国际公司和真正能被称为全球公司的区别。彼得指出，想要开展全球业务，你必须了解你的客户是否有持续不断的跨国需求，已经有全球运营结构，并能实现全球决策。彼得教授最后详细讲解了管理全球客户的决胜要点。
在全球市场中做出错误决断，这个概念是非常广泛的——《全球客户管理》教会读者如何与重要的全球客户建立长久的合作关系，并最终给自己的公司带来益处。《全球客户管理》对于公司的商务、销售、市场高层和全球客户管理经理来说都是非常好的指导性书籍。（XAT）
Awards/获奖情况：“此书解析了全球客户管理中会遇到的重大挑战，帮助读者做出决策，获得成功。”——《经济文献杂志》"Explores the significant challenges of global account management (GAM) and guides the reader through the process of decisions and actions required to make it a success." -- Journal of Economic Literature
About the Author/作者介绍： 彼得•切尔顿是“见解营销与客户”的主管，这是一家主营营销和重要客户管理的国际培训和咨询公司。彼得还曾写过《重要客户管理》、《重要市场技巧》和《金融服务中的重要管理》等书，均由科乾出版社出版。
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 financial services, pharmaceuticals, speciality chemicals and IT. He is the author of Key Account Management, Key Marketing Skills and Key Account Management in Financial Services, all published by Kogan Page.
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：
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