The Impact of Culture on Relationship Marketing in International Services
| Author | : Jan Hendrik Schumann |
| Publisher | : Springer Science & Business Media |
| Total Pages | : 291 |
| Release | : 2009-11-16 |
| ISBN-10 | : 9783834983794 |
| ISBN-13 | : 3834983799 |
| Rating | : 4/5 (799 Downloads) |
Book Synopsis The Impact of Culture on Relationship Marketing in International Services by : Jan Hendrik Schumann
Download or read book The Impact of Culture on Relationship Marketing in International Services written by Jan Hendrik Schumann and published by Springer Science & Business Media. This book was released on 2009-11-16 with total page 291 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
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