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Impact of Culture on Relationship Marketing in International Services - Jan H. Schumann - Bog
- A Target Group-specific Analysis in the Context of Banking Services
- Indbinding:
- Paperback
- Sideantal:
- 265
- Udgivet:
- 24. september 2009
- Udgave:
- 2009
- Størrelse:
- 210x148x15 mm.
- Vægt:
- 361 g.
- 8-11 hverdage.
- 29. november 2024
Normalpris
-
BLACK NOVEMBER
Medlemspris
Prøv i 30 dage for 45 kr.
Herefter fra 79 kr./md. Ingen binding.
Herefter fra 79 kr./md. Ingen binding.
Beskrivelse af Impact of Culture on Relationship Marketing in International Services
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.
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