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The Impact of Culture on Relationship Marketing in International Services

- A Target Group-specific Analysis in the Context of Banking Services

Bog
  • Format
  • Bog, paperback
  • Engelsk

Beskrivelse

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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Detaljer
  • SprogEngelsk
  • Sidetal265
  • Udgivelsesdato24-09-2009
  • ISBN139783834920188
  • Forlag Gabler
  • FormatPaperback
  • OriginalsprogTysk
Størrelse og vægt
coffee cup img
10 cm
book img
14,8 cm
21 cm

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