The Impact of Culture on Relationship Marketing in International Services
The Impact of Culture on Relationship Marketing in International Services

Author: Jan Hendrik Schumann

Publisher: Springer Science & Business Media

Published: 2009-11-16

Total Pages: 291

ISBN-13: 3834983799

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The dramatic increase in global trade confronts service firms with the challenge of adapting their services to the varying requirements of customers in different cultures. Jan H. Schumann focuses on three relationship marketing issues that are of relevance for both academics and practitioners: the establishment of trusting customer relationships, customer co-production, and the effect of word-of-mouth referrals.

Relationship Marketing
Relationship Marketing

Author: Robert W. Palmatier

Publisher:

Published: 2008-01-01

Total Pages: 142

ISBN-13: 9780965711494

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Offers useful perspectives to academic researchers interested in better understanding the conceptual underpinnings of relationships and to managers seeking to build effective relationships with customers.

Communication Across Cultures
Communication Across Cultures

Author: Elizabeth Christopher

Publisher: Bloomsbury Publishing

Published: 2017-09-16

Total Pages: 424

ISBN-13: 1137010975

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A new textbook exploring communication in international management. Provides a comprehensive overview of the field, summarising the key theoretical perspectives and introducing students to the multi-cultural 'big picture' in which global business operates. Experts provide a wealth of cases and other learning and teaching resources.

Internal Brand Management in an International Context
Internal Brand Management in an International Context

Author: Christina Ravens

Publisher: Springer Science & Business Media

Published: 2013-10-29

Total Pages: 330

ISBN-13: 3658007540

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Employees with a sound knowledge of and strong commitments to a brand are likely to display behaviors that conform to a brand’s identity, so called brand citizenship behavior. Organizations have access to various internal branding instruments that support commitment structures but multinational corporations are challenged by a diverse workforce environment. The study analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further analyzes the impact of an individual’s cultural values on brand commitment which is an antecedent to brand citizenship behavior.

Cultural Leadership in Transition Tourism
Cultural Leadership in Transition Tourism

Author: Elena Borin

Publisher: Springer Nature

Published: 2022-10-05

Total Pages: 307

ISBN-13: 3031141210

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Cultural tourism has proved to be a significant source of economic development for cultural destinations, but it has also emerged as a sometimes potentially controversial and unsustainable phenomenon. The recent pandemic has also pointed out that we need different models of development of tourism, that include a more balanced approach to cultural components in cities and rural areas. Calls have been made on the need to design more sustainable models of tourism development for cultural destinations, conceiving tourism as a means to increasing the quality of life and generating economic opportunities in cities and regions by involving their communities and stakeholders. This book presents an in-depth analysis of the transition towards more sustainable models of cultural tourism development. Starting from the ongoing debate on cultural ecosystems, the book explores the potential key role of cultural and creative organizations as leaders of change. Including theoretical contributions, quantitative and qualitative analyses and international case studies, the book explores the role of cultural actors as leaders and their potential as drivers of culture-led innovation for tourism in cities and regions.

Relationship Marketing
Relationship Marketing

Author: Thorsten Hennig-Thurau

Publisher: Springer Science & Business Media

Published: 2013-06-29

Total Pages: 454

ISBN-13: 3662097451

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Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS

Advances in Data Mining: Applications and Theoretical Aspects
Advances in Data Mining: Applications and Theoretical Aspects

Author: Petra Perner

Publisher: Springer

Published: 2014-07-17

Total Pages: 238

ISBN-13: 3319089765

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This book constitutes the refereed proceedings of the 14th Industrial Conference on Advances in Data Mining, ICDM 2014, held in St. Petersburg, Russia, in July 2014. The 16 revised full papers presented were carefully reviewed and selected from various submissions. The topics range from theoretical aspects of data mining to applications of data mining, such as in multimedia data, in marketing, in medicine and agriculture and in process control, industry and society.

The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior
The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior

Author: Denise Steckstor

Publisher: Springer Science & Business Media

Published: 2011-11-06

Total Pages: 190

ISBN-13: 3834970786

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Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing programs. Especially against the background of an increased marketing accountability, Denise Steckstor develops a comprehensive model of Cause-Related Marketing determinants and customer attitudes as well as behavior and validates it on the basis of a quasi-experimental field study. She shows that Cause-Related Marketing programs can, additionally to generating donations for the not-for-profit partner, contribute to achieving central marketing goals. Based on her findings, she provides an overview for marketing managers on how to effectively design and manage Cause-Related Marketing programs.

Political and Legal Perspectives of the EU Eastern Partnership Policy
Political and Legal Perspectives of the EU Eastern Partnership Policy

Author: Tanel Kerikmäe

Publisher: Springer

Published: 2016-01-23

Total Pages: 278

ISBN-13: 3319273833

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This book examines EU Eastern Partnership taking into account geopolitical challenges of EU integration. It highlights reasons for limited success, such as systematic conflict of EU External Action. In addition, the book analyses country-specific issues and discusses EaP influence on them, investigating political, economic and social factors, while seeking for potential solutions to existing problems. The reluctance of the Eastern countries to the European reforms should not reduce political pro-activeness of the EU. The authors suggest that EaP strategies should be reviewed to be more reciprocal and not based solely on the EU-laden agenda. This book is one of the good examples of cooperation between scholars not only from EaP and EU countries, but also from different disciplines, bringing diversity to the discussion process.

The Impact of Culture on Relationship Marketing in International Services
The Impact of Culture on Relationship Marketing in International Services

Author: Jan Hendrik Schumann

Publisher: Gabler Verlag

Published: 2009-09-24

Total Pages: 265

ISBN-13: 9783834920188

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The dramatic increase in global trade confronts service firms with the challenge of adapting their services to the varying requirements of customers in different cultures. Jan H. Schumann focuses on three relationship marketing issues that are of relevance for both academics and practitioners: the establishment of trusting customer relationships, customer co-production, and the effect of word-of-mouth referrals.