Global account management: the new frontier in relationship marketing

George S. Yip; Tammy L. Madsen

doi:10.1108/02651339610122982

Global account management: the new frontier in relationship marketing

George S. Yip (First Author)
, Tammy L. Madsen (Participant Author)

战略学

科研成果: 期刊稿件 › 期刊论文

摘要

Explains the concept of global account management and the forces driving it. Provides a framework to help managers to recognize why and when to use it and how to implement it successfully. Discusses examples from the advertising, computer, telecommunications, electrical component and banking industries and provides an in‐depth case study from one of the leading practitioners of global account management, the Hewlett‐Packard Company. Concludes with a guide to successful implementation.

源语言	英语
页（从-至）	24-42
期刊	International Marketing Review
卷	13
期	3
DOI	https://doi.org/10.1108/02651339610122982
出版状态	已出版 - 2013

关键词

Accounts management
Globalization
Implementation

成果物的来源

ABDC-A
Scopus
SSCI

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10.1108/02651339610122982许可: CC BY-NC-ND

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全文

引用此

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KW - Implementation

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Global account management: the new frontier in relationship marketing

摘要

关键词

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