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Managing Global Accounts: Nine Critical Factors for a World-Class Program

Noel Capon, Dave Potter, Fred Schindler

Publication type: Book

Research Archive Topic: Marketing, World Business

Abstract

Increasingly firms are realizing that customers are their critical assets. Further, a subset of customers can be designated as strategic customers (accounts) — and those that really matter for the firm's future. Finally, many of these customers operate around the world — they are truly global customers. In this book, we take the strong position that to manage these global strategic customers, the firm needs a program designed specifically for them. This book is about developing and maintaining a global account program.
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Citation

Capon, Noel, Dave Potter, and Fred Schindler. Managing Global Accounts: Nine Critical Factors for a World-Class Program. 2nd ed. Bronxville: Wessex Press, June 2008.


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