Managing Global Accounts 2nd Edition, by Noel Capon
Author: Noel Capon, Dave Potter, Fred Schindler
Managing Global Accounts will help you address the issues of dealing with global customers. As globalization takes hold several things happen; customers are more demanding and sophisticated, competition gets tougher, business is more complex and fast changing, and highly competent global account managers are in short supply. The managerial challenges of competing in a global world are more difficult in orders of magnitude than competing domestically. Life is especially tough when the corporation is not centrally focused on the global customer when corporate personnel across functions and around the world do not get it.
To get it means understanding at a visceral level that success or failure with global customers maybe synonymous with success or failure of the entire enterprise. Unless all employees are focused in the firms relationship with its global customers, competitors that do get it will surpass them. Indeed, competitive advantage based on building global supplier customer relationships may be longer-lasting than competitive advantage based on products or services. Companies cancel products but they less easily cancel people, especially those that have served them well. But the promise of long-run sustainable competitive advantage can be secured only if the firm truly focuses in serving the global customer. No matter where they are located, all firm employees must understand they are competing in a global world and that success with global customers is the Holy Grail. They must throw off the shackles of ethno-centrism and nationalism acquired in their youths, and embrace the global challenge. Not only should they defend their turf against global competitors but they must do what they can to make their global customers succeed. In pursuing this goal, they may develop a global account management system that in itself becomes a competitive advantage.
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In his role as Chair of Wessex Press, Noel Capon brings a unique perspective as an experienced Marketing educator, researcher, author and professional, originally trained as a research chemist.
“I knew when I completed my doctorate in Chemistry that I didn’t want to be a ‘bench’ chemist.” By that time, Professor Capon was very interested in Marketing and began his career working in Marketing for Imperial Chemical Industries (ICI) in his native Britain.
Professor Capon has been a leader in Marketing ever since, applying an analytical approach to solving business problems.
That’s what led him to launch Wessex Press, Inc. (formerly Axcess Capon) almost 20 years ago.
“I knew there had to be a better way to provide high-quality textbooks, globally, at a more affordable price.”
Professor Capon previously served two terms as elected chair of the Marketing Division at Columbia Business School. He held faculty positions at UCLA (where he also was Marketing Chair) and Harvard Business School before joining Columbia in 1979.
Professor Capon teaches Marketing Strategy, and Sales and Strategic Account Management courses to MBA and EMBA students. He also has taught at many educational institutions as a visiting professor, including INSEAD (France), Hong Kong University of Science and Technology (HKUST), and the China Europe International Business School (CEIBS), Shanghai, PRC. Professor Capon is Honorary Dean, Marketing and Innovation College, Beijing, PRC.
In addition, Professor Capon contributes to Columbia Business School’s Executive Education program and has designed, directed and taught in a variety of Marketing, Sales Management, and Strategic and Global Account Management programs. He also has developed and directed customized programs for major corporations globally. Professor Capon co-founded The Chief Sales Executive Forum (2001), and is a member of the Board of Directors of the Strategic Account Management Association (SAMA).
Professor Capon has authored or co-authored more than 40 Marketing and Account Management books, including many international editions. Some books of note:
Key Account Management and Planning, Free Press/Simon and Schuster, 2001. This was the first major book on key (strategic) account management and is known as “the bible” of key account management.
Managing Global Accounts, Wessex Press, 2005. This is the only book to date that addresses the growing field of managing global customers.
Managing Marketing in the 21st Century (4th edition, Wessex Press, 2016), Capon’s Marketing Framework (4th edition, Wessex Press, 2017) and Capon’s Marketing Essentials (Wessex Press, 2017), in various editions, offer a new and powerful way of approaching the Marketing discipline.
He earned his B.Sc. and Ph.D. degrees in Chemistry from University College, London University; Dip. B.A. from Manchester Business School; MBA from Harvard Business School; and Ph.D. in Marketing from Columbia Business School.
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