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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

84,68 
84,68 
2025-07-31 84.6800 InStock
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Knygos aprašymas

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.

Informacija

Autorius: Jan Hendrik Schumann
Serija: Applied Marketing Science / Angewandte Marketingforschung
Leidėjas: Gabler Verlag
Išleidimo metai: 2009
Knygos puslapių skaičius: 300
ISBN-10: 3834920185
ISBN-13: 9783834920188
Formatas: Knyga minkštu viršeliu
Kalba: Anglų
Žanras: Sales and marketing

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