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Contingency Factors of Marketing-Mix Standardization
This study addresses the marketing-mix standardization issue in the Central and Eastern European context. Special consideration is given to the construct of product cultural …
The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior
Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing programs. Especially against the background …
Analytical CRM
The ever-increasing amount of individual-level customer data generated by reward/l- alty programs opens new perspectives for customer relationship management (CRM). Without any …
Markenwirkungen in der Automobilzulieferindustrie
Salima Sheila Douven untersucht die Wirkungen der Unternehmensmarke im Vergleich zu bisherigen Orientierungen, wie dem Beziehungsmanagement und der Produktqualität am Beispiel der …
Acceptance of Remote Services
Nancy V. Wünderlich employs a multi-method approach comprising an international qualitative study in Germany, USA and China and a longitudinal quantitative study to analyze remote …
Remote Service Technology Perception and its Impact on Customer-Provider Relationships
Stefanie Paluch employs multiple qualitative methods to explore the perception of remote services and its impact on customer-provider relationships in USA, Germany and Sweden. She …
The Impact of Culture on Relationship Marketing in International Services
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. …
Patientenvertrauen in Krankenhäuser
Vanessa Haselhoff untersucht die Rolle und die Bildung von Vertrauen im System Krankenhaus. Sie analysiert Einzelinterviews mit Patienten und leitet ab, wie sich Vertrauen bildet …