Managing Global Customers : An Integrated Approach. This item is unavailable.Managing Global Customers : An Integrated Approach

George Yip and Audrey Bink present key lessons for practitioners from their research and experience in multinational company operation and strategy.

George Yip is Dean of RSM Erasmus University, the Netherlands. He wrote this book while he was Professor of Strategic and International Management at London Business School and Lead Senior Fellow of the U.K.'s Advanced Institute of Management Research. He was Vice President, Director of Research & Innovation, Capgemini Consulting, held the Chair of Marketing and Strategy at Cambridge University, and has also held faculty positions at Harvard Business School and UCLA, and visiting positions at China-Europe International Business School, Georgetown, Oxford, and Stanford. His book, Total Global Strategy: Managing for Worldwide Competitive Advantage (Prentice Hall, 1992) was selected as one of the 30 best business books of 1992, has been published in ten languages, and updated as Total Global Strategy II (2003).

Audrey Bink is Marketing and Communications at Delft University of Technology, the Netherlands. She previously held a research position at London Business School, with her work focusing on Global Customer-Supplier Management. As a product manager and market development manager, Audrey has also been active in global industrial marketing at DMV International, the ingredients division of dairy cooperative Campina. She holds an M.Sc. in Industrial Engineering and Management Science from Eindhoven University of Technology (The Netherlands).