Jump to ContentJump to Main Navigation
Managing Global CustomersAn Integrated Approach$
Users without a subscription are not able to see the full content.

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

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (www.oxfordscholarship.com). (c) Copyright Oxford University Press, 2020. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 05 June 2020

Structuring the Global Customer Management Programme

Structuring the Global Customer Management Programme

Chapter:
(p.68) 4 Structuring the Global Customer Management Programme
Source:
Managing Global Customers
Author(s):

George S. Yip

Audrey J. M. Bink

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199229833.003.0004

Chapter 3 discussed how the global customer management (GCM) programme should fit into the company's overall global strategy and global organization. This chapter moves on to the GCM programme itself. The organization of the programme forms the bedrock of the total GCM effort. But there is, of course, no single best way of organizing GCM, as the right structure depends on the company and its situation. The one commonality is that a global account management (GAM) programme nearly always sits at the core of the GCM organization. The GAM programme constitutes the formal part of GCM, usually with a specific organization and reporting structure for the main players in GCM. As such the GAM programme will be the most visible part of the GCM organization, but needs to be integrated with the rest of the company. The chapter describes the various elements that make up a GCM organization, and discusses the three major forms of GAM organization, along with their benefits and possible pitfalls.

Keywords:   global customer management, global account management, global strategy, global organization

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .