The Impact of Culture on Relationship Marketing in International Services: A Target Group-specific Analysis in the Context of Banking Services - Applied Marketing Science / Angewandte Marketingforschung - Jan H. Schumann - Books - Springer Fachmedien Wiesbaden - 9783834920188 - September 24, 2009
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Jan H. Schumann
The Impact of Culture on Relationship Marketing in International Services: A Target Group-specific Analysis in the Context of Banking Services - Applied Marketing Science / Angewandte Marketingforschung 2009 edition

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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.

265 pages, 14 black & white illustrations, 44 black & white tables, biography

Media Books     Paperback Book   (Book with soft cover and glued back)
Released September 24, 2009
ISBN13 9783834920188
Publishers Springer Fachmedien Wiesbaden
Pages 265
Dimensions 148 × 210 × 15 mm   ·   358 g
Language English   German  

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