Hennessey / Jeannet Global Account Management

Creating Value
1. Auflage 2004
ISBN: 978-0-470-87141-6
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 270 Seiten, E-Book

If you buy a new BMW you may be surprised as much by the owner'smanual as by the car itself. Thin, personalized, and containinginformation only on the features you have selected in the languageyou speak, it is the result of a year's collaboration with Xeroxthat has radically improved the product and decimated costs. It isjust one example of the new organizational structures and processesbeing developed at leading companies to serve the globalmarketplace. As firms realize that dealing with global customers isnot simply an extension of key account management, their mostcommon response is to launch a formal global account managementinitiative. Done well this is powerful and effective; howeverwithout proper planning it can spell disaster. Drawing on widelyaccepted 'key success factors' for global account management aswell as new elements revealed by their research, David Hennessy andJean-Pierre Jeannet redefine the process global account managementaround the premise that sustainable value springs only from anexpert understanding of the customer's industry, its structure andits strategy. The book covers all critical aspects of the topic(the planning process, account selection, team building, executivesupport, global IT requirements, compensation structures and more)and draws on interviews with top global account managers at leadingcompanies including IBM, Cable and Wireless, Siemens, HP, Guinness,Cisco, and Procter & Gamble.

Autoren/Hrsg.

Hennessey, H. David

Jeannet, Jean-Pierre

Inhaltsverzeichnis

Preface.
1. Introduction .
2. Global Drivers.
3. Analyzing a Global Customer's Industry .
4. Analyzing the Global Logic of a Customer's Business .
5. Understanding the Client's Strategy.
6. Developing and Delivering the Value Proposition .
7. The Global Account Management Team .
8. Supporting and Implementing Global Account Management .
Appendix: Global Account Management in Action: Xerox,Marriott International and Hewlett-Packard .
Bibliography.
Index.

Über Autor(innen)

Dr. H. David Hennessey is currently an Associate Professorof Marketing and International Business at Babson College,Wellesley, MA. USA. He is an Associate of Ashridge, UK, and hastaught at IMD, Lausanne, Switzerland.
Prior to this he was the Director of Marketing at InterpaceCorporation and worked as the Market Analyst at American CanCompany. He previously consulted for AT&T, ICI, JardineMatheson, Compaq, Philips, DSM, and Ansell Edmont.
His previous publications include: Global Marketing: Strategyand Cases, 5th Edition (2001), and How to Write a MarketingPlan, 3rd Edition (1998).
Dr. Jeane-Pierre Jeannet is currently the F.W. OlinDistinguished Professor of Global Business and Director of theWilliam F. Glavin Center for Global Management at Babson College,Wellesley, MA, USA. He also has a dual appointment as Professor ofGlobal Marketing and Strategy also at IMD, Lausanne,Switzerland.
He previously worked in banking in Switzerland and New York andhas been an active consultant with many international firms such asAVEBE, Coutts, Deloitte Touch Tohmatsu, DSM, Huntsman Chemicals,ICI, Lego, Nokia, Polaroid, Serono, Siemens, Swatch and Zeneca.
His previous work includes Managing with a Global Mindsetand co-authored titles including: Marketing Problems,Cases in International Marketing, Global Marketing:Strategies and Cases, and Cases in MarketingManagement.