Global account management: the new frontier in relationship marketing

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.