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Managing Global Customers – An Integrated Approach - Oxford Scholarship Online
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Managing Global Customers: An Integrated Approach

George S. Yip and Audrey J.M. Bink


Multinational companies need to manage their relationships with multinational customers with a globally integrated approach. This book provides a systematic framework for developing and implementing such global customer management programmes. It draws on in-depth research at over twenty major US and European multinational companies, such as ABB, Bechtel, BP, Bosch, British Airways, Carrefour, Daimler–Chrysler, Hewlett–Packard, HSBC, IBM, Schlumberger, Shell, Siemens, Tesco, Unilever, Vodafone, Wal–Mart, and Xerox. The book teachers how to think about managing global customers in the context of ... More

Keywords: multinational companies, multinational customers, globally integrated approach, global customer management programmes, global customers, global strategy, strategic, total business, customer, supplier

Bibliographic Information

Print publication date: 2007 Print ISBN-13: 9780199229833
Published to Oxford Scholarship Online: October 2011 DOI:10.1093/acprof:oso/9780199229833.001.0001


Affiliations are at time of print publication.

George S. Yip, author
Vice President, Director of Research & Innovation, Capgemini Consulting, and Professor of Strategic and International Management, London Business School
Author Webpage

Audrey J.M. Bink, author
Head of Marketing Communications, Uxbridge College