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)

Strategy

Research output: Contribution to journal › Journal

Abstract

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.

Original language	English
Pages (from-to)	24-42
Journal	International Marketing Review
Volume	13
Issue number	3
DOIs	https://doi.org/10.1108/02651339610122982
Publication status	Published - 2013

Keywords

Accounts management
Globalization
Implementation

Indexed by

ABDC-A
Scopus
SSCI

Access to Document

10.1108/02651339610122982Licence: CC BY-NC-ND

OpenUrl availability

Full text

Cite this

@article{c180b4439a92431283a33dccfe496221,

title = "Global account management: the new frontier in relationship marketing",

abstract = "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.",

keywords = "Accounts management, Globalization, Implementation, Accounts management, Globalization, Implementation",

author = "Yip, {George S.} and Madsen, {Tammy L.}",

year = "2013",

doi = "10.1108/02651339610122982",

language = "English",

volume = "13",

pages = "24--42",

journal = "International Marketing Review",

issn = "0265-1335",

publisher = "Emerald Group Publishing Ltd.",

number = "3",

}

TY - JOUR

T1 - Global account management: the new frontier in relationship marketing

AU - Yip, George S.

AU - Madsen, Tammy L.

PY - 2013

Y1 - 2013

N2 - 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.

AB - 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.

KW - Accounts management

KW - Globalization

KW - Implementation

KW - Accounts management

KW - Globalization

KW - Implementation

U2 - 10.1108/02651339610122982

DO - 10.1108/02651339610122982

M3 - Journal

SN - 0265-1335

VL - 13

SP - 24

EP - 42

JO - International Marketing Review

JF - International Marketing Review

IS - 3

ER -

Global account management: the new frontier in relationship marketing

Abstract

Keywords

Indexed by

Access to Document

OpenUrl availability

Fingerprint

Cite this