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.

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.

Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.

Each topic is linked to an index of publications on that topic.