Levels of Corporate Globalization: Developing a Measurement Scale for Global Customer Management - Tapa blanda

Kuchinka, P.

 
9781349518487: Levels of Corporate Globalization: Developing a Measurement Scale for Global Customer Management
Tapa blanda
ISBN 10: 1349518484 ISBN 13: 9781349518487
Editorial: Palgrave Macmillan, 2004

Sinopsis

This book presents a new and practical segmentation approach to be used in global customer management in the form of a scale by which to measure the level of corporate globalization. This is a tool that will help companies segment their customers and enable them to adapt customer management strategies when dealing with increasingly global customers. This in turn helps determine the company’s own strategic position, thereby enhancing corporate performance.

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Acerca del autor

PETRA KUCHINKA is Assistant Professor in the Department of Marketing at Johannes Kepler University, Linz, Austria. Her research interests include relationship management, global customer management and industrial marketing.

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Editorial
Palgrave Macmillan
Año de publicación
2004
Idioma
Inglés
ISBN 10 
1349518484
ISBN 13 
9781349518487
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
208
Contacto del fabricante
Springer Nature Customer Service Center GmbH
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Heidelberg
69115
Alemania

Otras ediciones populares con el mismo título

9781403936257: Levels of Corporate Globalization: Developing a Measurement Scale for Global Customer Management

Edición Destacada

ISBN 10:  1403936250 ISBN 13:  9781403936257
Editorial: Palgrave Macmillan, 2004
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