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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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Exploiting Globalization Drivers and Potential

Exploiting Globalization Drivers and Potential

(p.27) 2 Exploiting Globalization Drivers and Potential
Managing Global Customers

George S. Yip

Audrey J. M. Bink

Oxford University Press

This chapter addresses the following questions: Should a company develop a global customer management (GCM) programme? How can it determine whether to do so? What are the potential benefits and costs? It begins by examining four types of drivers of GCM: customer drivers, financial drivers, market drivers, and technology drivers. It then discusses what managers need to do to attain the benefits from the four types of drivers.

Keywords:   global customer management, customer drivers, financial drivers, market drivers, technology drivers

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