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THE IMPACT OF CULTURE ON RELATIONSHIP MARKETING IN INTERNATI IBD

GABLER VERLAG
09 / 2009
9783834920188
Inglés

Sinopsis

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.

PVP
109,28