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Cultural Heritage Marketing: A Relationship Marketing Approach to Conservation Services
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Gabler Verlag
The Impact of Culture on Relationship Marketing in International Services: A Target Group-Specific Analysis in the Context of Banking Services
Product Code:
9783834920188
ISBN13:
9783834920188
Condition:
New
$61.47
The Impact of Culture on Relationship Marketing in International Services: A Target Group-Specific Analysis in the Context of Banking Services
$61.47
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.
| Author: Jan Hendrik Schumann |
| Publisher: Gabler Verlag |
| Publication Date: Sep 24, 2009 |
| Number of Pages: 265 pages |
| Binding: Paperback or Softback |
| ISBN-10: 3834920185 |
| ISBN-13: 9783834920188 |
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