In response to demands for centralised purchasing from major retail customers, a European whitegoods manufacturer implemented global account management. The company established global account managers who negotiated product specifications, prices, local installation and service agreements with the customers. However, because the company still organised its sales operations on a country-by-country basis, the local sales people put their efforts into the higher-margin business they could get throu...

BPIR Categories

4.1.4 Develop & implement marketing strategy
2.5.1 Communicate policies & strategies

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