Noel Capon, Dave Potter and Fred Schindler claim that how corporations manage their global accounts will determine nothing less than their “success and organizational survival in the 21st century.” The authors present in reasonably clear (though not always grammatical) language the essentials of global account management. Stories at the beginnings of the chapters demonstrate the importance of the issues, and helpful summaries at the ends recapitulate the authors’ main points. This is a practitioner’s guide, straightforward and detailed. getAbstract recommends it to global account managers as well as to managers of sales and marketing units who are considering instituting a global account management program.
In this summary, you will learn
- How globalization has redefined the opportunities and challenges that confront account managers; and
- Which nine factors can help you achieve global account management success.
About the Authors
Noel Capon is a professor of international marketing and chair of the marketing division at the Graduate School of Business, Columbia University. Dave Potter had a 35-year career at a major corporation, and from 1995 to 2002 was director of marketing and global account management. Fred Schindler had a 33 year career with an international computer company and for seven years was program executive for its global customer management program.