P. Kuchinka

eBook, PDF

Levels of Corporate Globalization (eBook, PDF)

Developing a Measurement Scale for Global Customer Management

Beschreibung

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.

Technische Details

• Geräte: PC
• ohne Kopierschutz
• Größe: 1.12MB

Barrierefreiheit

• Text-to-Speech

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.

Produktdetails

• Verlag: Palgrave Macmillan UK
• Seitenzahl: 192
• Erscheinungstermin: 30. April 2004
• Englisch
• ISBN-13: 9780230511316
• Artikelnr.: 38164069