Managing Global Customers

`Managing Global Customers provides a most comprehensive and insightful guide to this very important subject to businesses today. I recommend that every executive involved in international business read this book.' Alan Nonnenberg, Founder and former Director of Global Accounts Program, Hewlett-Packard Co. `No one has studied both the theory and the practice of global customer management more thoroughly than George Yip. This book provides a wealth of learning on a critical requirement in today's global marketplace. I only wish I had been able to read it earlier in my career.' David Butter, Senior Vice President, Young and Rubicam Brands `Managing Global Customers provides a rigorous framework for tackling this critical subject. This book is highly relevant to marketing professionals, researchers and students.' John A. Quelch, Lincoln Filene Professor of Business Administration, Harvard Business School `Yip and Bink debunk past thinking of global client management as some kind of programme or initiative. What they offer (that's new) is a holistic perspective on Global Customer Management as both strategy and organisational culture combined - quite simply they have produced a comprehensive reference piece that summarises how some of the most effective institutions succeed with their global clients by behaving in a fully integrated manner across the entire organisation.' David Bowerin, Managing Director, Citigroup Markets and Banking `In Managing Global Customers George Yip and Audrey Bink combine academic rigor and intellectual clarity with practical orientation, guidance and applicability: A must-have for everyone actively involved in global customer management.' Andre W. Guyer, Head of Global Business Process Transformation, Zurich Insurance Company