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The Impact of Culture on Relationship Marketing in International Services
Jan Hendrik Schumann
其他書名
A Target Group-Specific Analysis in the Context of Banking Services
出版Springer Science & Business Media, 2009-11-16
主題Business & Economics / Management ScienceBusiness & Economics / Marketing / GeneralBusiness & Economics / GeneralBusiness & Economics / ManagementBusiness & Economics / Sales & Selling / General
ISBN38349837999783834983794
URLhttp://books.google.com.hk/books?id=g1VXyo2bx_kC&hl=&source=gbs_api
EBookSAMPLE
註釋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.