Global account management

the long version

The prospect of true Global Account Management (GAM) looms large for many suppliers as their customer base grows larger and the world grows smaller. Even the experience and hard-learnt lessons of national Key Account Management may not be enough to ease the adjustment to this new challenge. Supplying a customer such as Tesco across Europe rather than across the United Kingdom is a much taller order than simply accommodating the extra miles involved. Global Account Management examines the significant challenges of Global Account Management and is the first book to offer practical advice on the range of decisions and actions required to make it a success. It begins by defining what constitutes a truly global account, sets out the specific challenges of GAM and explains how to successfully manage an account. Global Account Management is essential reading for business directors, sales and marketing directors and global account managers.