Levels of Corporate Globalization: Development of a Measurement Scale in the Context of Global Customer Management - Paperback
by P. Kuchinka
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Languages:EnglishPublisher:Palgrave MacMillanISBN-13:9781349518487ISBN-10:1349518484UPC:9781349518487Book Category:Business & Economics, Political ScienceBook Subcategory:Marketing, Globalization, InternationalBook Topic:Multilevel, Economics & TradeSize:8.50 x 5.50 x 0.48 inchesWeight:0.268Product ID:SCJMFD5QKH
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.
Languages:EnglishPublisher:Palgrave MacMillanISBN-13:9781349518487ISBN-10:1349518484UPC:9781349518487Book Category:Business & Economics, Political ScienceBook Subcategory:Marketing, Globalization, InternationalBook Topic:Multilevel, Economics & TradeSize:8.50 x 5.50 x 0.48 inchesWeight:0.268Product ID:SCJMFD5QKH
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.
Publisher: Palgrave MacMillan
Edition
2004 Edition
Contributor(s)
Author
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