Work

Global account management: the new frontier in relationship marketing

Year: 1996

Type: article

Abstract: 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.

Source: International Marketing Review

DOI: 10.1108/02651339610122982

Authors: George S. Yip, Tammy L. Madsen

Institutions: University of California, Los Angeles, Southern Methodist University

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2017363894

FWCI: 3.208

Cites: 12

Cited by: 133

Related to: 10