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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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Selecting and Managing Global Accounts

Selecting and Managing Global Accounts

Chapter:
(p.93) 5 Selecting and Managing Global Accounts
Source:
Managing Global Customers
Author(s):

George S. Yip

Audrey J. M. Bink

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199229833.003.0005

The quality of a club depends a lot on the quality of its members. The same holds for global account management (GAM) programmes. Choosing the right accounts to participate in the GAM programme is of vital importance to the success of the programme. This chapter gives some pointers on selecting the right accounts for the programme and discusses what kind of relationship with the customer should be aimed at after the selection process.

Keywords:   global account management, account selection, customer relationship, accounts, customers

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