Global account management: the new frontier in relationship marketing

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

Research output: Contribution to journalJournal


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 languageEnglish
Pages (from-to)24-42
JournalInternational Marketing Review
Issue number3
Publication statusPublished - 2013


  • Accounts management
  • Globalization
  • Implementation

Indexed by

  • ABDC-A
  • Scopus
  • SSCI


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