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Global account managers: The linchpins of GAM programmes

Author

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  • S. Yip, George
  • Bink, Audrey

Abstract

In a global account management (GAM) programme, a multinational supplier manages on a globally integrated basis its relationship with a multinational customer. Most leading companies in most sectors now operate some kind of GAM programme. The linchpin of these programmes is the global account manager (gam), the person who pulls it all together. The gam job is one of the most challenging in modern business. This paper provides detailed guidance on how to perform the role.

Suggested Citation

  • S. Yip, George & Bink, Audrey, 2017. "Global account managers: The linchpins of GAM programmes," Journal of Brand Strategy, Henry Stewart Publications, vol. 6(2), pages 146-159, September.
    • Handle: RePEc:aza:jbs000:y:2017:v:6:i:2:p:146-159
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    More about this item

    Keywords

    global account management; global account manager; multinational customer;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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