Detailansicht
The Impact of Culture on Relationship Marketing in International Services
eBook - A Target Group-Specific Analysis in the Context of Banking Services, Applied Marketing Science / Angewandte Marketingforschung
ISBN/EAN: 9783834983794
Umbreit-Nr.: 1620013
Sprache:
Englisch
Umfang: 265 S., 0.93 MB
Format in cm:
Einband:
Keine Angabe
Erschienen am 16.11.2009
Auflage: 1/2009
E-Book
Format: PDF
DRM: Digitales Wasserzeichen
- Zusatztext
- The dramatic increase in global trade confronts service firms with the challenge of adapting their services to the varying requirements of customers in different cultures. Jan H. Schumann focuses on three relationship marketing issues that are of relevance for both academics and practitioners: the establishment of trusting customer relationships, customer co-production, and the effect of word-of-mouth referrals.
- Kurztext
- The dramatic increase in global trade confronts service firms with the challenge of adapting their services to the varying requirements of customers in different cultures. Jan H. Schumann focuses on three relationship marketing issues that are of relevance for both academics and practitioners: the establishment of trusting customer relationships, customer co-production, and the effect of word-of-mouth referrals.
- Autorenportrait
- Dr. Jan H. Schumann obtained his doctorate with Prof. Dr. Florian v. Wangenheim at the Technische Universität München.