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Levels of Corporate Globalization

Developing a Measurement Scale for Global Customer Management

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Kurzbeschreibung

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.

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Autor

Titel: Levels of Corporate Globalization
Autoren/Herausgeber: P. Kuchinka
Ausgabe: 1st ed. 2004

ISBN/EAN: 9781349518487

Seitenzahl: 192
Format: 21,6 x 14 cm
Produktform: Taschenbuch/Softcover
Gewicht: 0 g
Sprache: Englisch

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.

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