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Managing Global CustomersAn Integrated Approach$
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George S. Yip and Audrey J.M. Bink

Print publication date: 2007

Print ISBN-13: 9780199229833

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780199229833.001.0001

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Developing for Ongoing Effectiveness

Developing for Ongoing Effectiveness

(p.169) 10 Developing for Ongoing Effectiveness
Managing Global Customers

George S. Yip

Audrey J. M. Bink

Oxford University Press

Once the global customer management (GCM) programme has been implemented, the work is not over. Managers of the GCM programme have to realize that it is an ongoing process, not a project. In order to achieve the best results from the GCM programme, it needs to continue to run as smoothly as possible. Once the implementation phase is over, GCM managers will find some need to customize the programme for different accounts. This chapter discusses the support that the programme needs and especially why relationship management is key for ongoing success. It also discusses the planning process and possible barriers that a company can encounter while working with a GCM programme.

Keywords:   global customer management programme, global account managers, relationship management, programme planning

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