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.
Wessex Press, 2008.