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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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Winning with Critical Success Factors

Winning with Critical Success Factors

(p.189) 11 Winning with Critical Success Factors
Managing Global Customers

George S. Yip

Audrey J. M. Bink

Oxford University Press

The previous chapters discussed many different features that affected the success of global account management (GAM). In addition, these covered how to use these features to progress from a GAM programme to a more beneficial global customer management (GCM) programme. This final chapter combines the most important of these features into an overview of the most important critical success factors. They fall into four main areas: the infrastructure of the company and the GCM programme; GCM roles; the relationship with the customer; and an integrated approach.

Keywords:   global accounts, global customer management, global account management, integrated approach, infrastructure, relationship

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