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Research on international service marketing : a state of the art /
A truly international perspective emerges on the nature of service marketing across borders, as well as the internationalization strategies of service providers. This volume explores the research in international service marketing through the eyes of scholars from eight different countries on three...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Amsterdam ; Boston :
Elsevier JAI,
2005.
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| Edición: | 1st ed. |
| Colección: | Advances in international marketing ;
v. 15. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Preface / S. Tamer Cavusgil
- Research on international service marketing: enrichment and challenges / Pieter Pauwels, Ko de Ruyter
- Managing service relationships in a global economy: exploring the impact of national culture on the relevance of customer relational benefits for gaining loyal customers / Thorsten Hennig-Thurau, Kevin P. Gwinner, Dwayne D. Gremler, Michael Paul
- A cross-cultural investigation of relationship marketing effectiveness in retail services: a contingency approach / Gaby Odekerken-Schröder, Kristof De Wulf, Kristy E. Reynolds
- The role of socially desirable responding in international services research / Marcel van Birgelen, Ko de Ruyter, Martin Wetzels
- The internationalization process of service providers: a literature review / Tinne Lommelen, Paul Matthyssens
- Entry mode choice in service firms: a review of contemporary research / Aileen Kennedy
- Marketing industrial project-related services internationally: a multi-lingual literature review / Maria Anne Skaates, Bernard Cova
- International consulting providers and multilateral institutions: networks and internationalization / Catherine Welch.