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The Impact of Culture on Relationship Marketing in International Services: A Target Group-specific Analysis in the Context of Banking Services by Jan H. Schumann 9783834920188
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The Impact of Culture on Relationship Marketing in International Services: A Target Group-specific Analysis in the Context of Banking Services by Jan H. Schumann 9783834920188

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Description

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.

Book Information
ISBN 9783834920188
Author Jan H. Schumann
Format Paperback
Page Count 265
Imprint GWV Fachverlage GmbH
Publisher Springer Fachmedien Wiesbaden
Weight(grams) 361g

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