Research on International Service Marketing – A State of the Art
Autor Pieter Pauwels, Ko De Ruyteren Limba Engleză Hardback – 15 mai 2005
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Specificații
ISBN-13: 9780762311859
ISBN-10: 0762311851
Pagini: 208
Dimensiuni: 170 x 239 x 18 mm
Greutate: 0.45 kg
Editura: Emerald Publishing
ISBN-10: 0762311851
Pagini: 208
Dimensiuni: 170 x 239 x 18 mm
Greutate: 0.45 kg
Editura: Emerald Publishing
Cuprins
Preface. (S. Tamer Cavusgil). Research on International Service Marketing: Enrichment and Challenges. (P. Pauwels, Ko De Ruyter). Part I: Marketing Services Across Borders.
Managing Service Relationships in a Global Economy: Exploring The Impact of National Culture on the Relevance of Customer Relational Benefits for Gaining Loyal Customers.
(T. Hennig-Thurau et al.). A Cross-Cultural Investigation of Relationship Marketing Effectiveness in Retail Services: A Contingency Approach. (G. Odekerken-Schröder,
K. De Wulf, K.E. Reynolds). The Role of Socially Desirable Responding in International Services Research. (M. Van Birgelen, Ko De Ruyter, M. Wetzels). Part II: Getting Services Across Borders. The Internationalization Process of Service Providers: A Literature Review. (T. Lommelen, P. Matthyssens). Entry Mode Choice in Service Firms: A Review Of Contemporary Research. (A. Kennedy). Part III: New Services Across Borders. Marketing Industrial Project-Related Services Internationally: A Multi-Lingual Literature Review. (M.A. Skaates, B. Cova). International Consulting Providers and Multilateral Institutions: Networks and Internationalization. (C. Welch).
Managing Service Relationships in a Global Economy: Exploring The Impact of National Culture on the Relevance of Customer Relational Benefits for Gaining Loyal Customers.
(T. Hennig-Thurau et al.). A Cross-Cultural Investigation of Relationship Marketing Effectiveness in Retail Services: A Contingency Approach. (G. Odekerken-Schröder,
K. De Wulf, K.E. Reynolds). The Role of Socially Desirable Responding in International Services Research. (M. Van Birgelen, Ko De Ruyter, M. Wetzels). Part II: Getting Services Across Borders. The Internationalization Process of Service Providers: A Literature Review. (T. Lommelen, P. Matthyssens). Entry Mode Choice in Service Firms: A Review Of Contemporary Research. (A. Kennedy). Part III: New Services Across Borders. Marketing Industrial Project-Related Services Internationally: A Multi-Lingual Literature Review. (M.A. Skaates, B. Cova). International Consulting Providers and Multilateral Institutions: Networks and Internationalization. (C. Welch).