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Managing Global Accounts 2nd Edition, by Noel Capon

Managing Global Accounts 2nd Edition, by Noel Capon

$ 23.95 USD

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.

E-book: Before purchasing a E-Book please read the INSTRUCTIONS.

Noel Capon

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. 

  ISBN List Price Wessex website price
Soft cover 978-0-9797344-3-4 $28.95 $28.95
eBook 978-0-9797344-3-4pdf   $23.95


- “Managing global customers is becoming a critical issue for corporations around the world. Customers are dramatically evolving their procurement practices and an effective global account management approach will be an increasingly important competitive advantage for the customer-focused firm. Capon and his coauthors lay out a roadmap for a superior global account management. This book is a must-read if you want to be world class in global account management.” —Jean-Claude Larréché, -The Alfred H. Heineken Chaired Professor of Marketing, - INSEAD, Fontainebleau, France
- “Successful global account management can be the most difficult sales and marketing initiative undertaken by any firm. The authors of this book truly understand the complexities involved and they provide a thorough overview of the required critical success factors.” —Tom Van Hootegem, - Vice President, Strategic Segment Sales, OfficeMax Contract
- “Managing world-spanning accounts is central to every global firm’s success. Yet the task forces organizations into new molds, making it a daunting effort. This important book embraces every facet of the undertaking, weaving them all into one coherent framework—a rare accomplishment for any business text. That, plus its conversational style will make Managing Global Accounts an important and readily usable tool for years to come.” —Jordan D. Lewis, Author- Trusted Partners: How Companies Build Mutual Trust and Win Together
- “If you are looking to start or revitalize your global account program, this book is must-read. Generally, there is a lack of understanding in the senior ranks of large organizations when starting a global account program that often leads to costly false starts and client upset. This book takes away the mystery and sets forth valid concepts and steps that will make these programs viable. It provides an experienced path to follow that will support any company developing their global account program. You will discover ideas and thoughts that usually come to a sales executive well into the development of such a program. The authors approach the subject from experience and leave the theory to others. These authors deserve a standing ovation from sales leaders charged with developing global account programs.” —James J. Brown, -Executive Director, Russ Berrie Institute for Professional Sales, Christos Cotsakis College of Business, William Paterson University of New Jersey.
- “The authors have done an excellent job of integrating the technical and social aspects of the global account management process. In a very accessible book, they look at the essential aspects that a global account manager needs to master.” —Fons Tropenaars, THT Consulting, Amsterdam

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