Levels of Corporate Globalization | Development of a Measurement Scale in the Context of Global Customer Management

P. Kuchinka

ISBN 10: 1349518484 / ISBN 13: 9781349518487

Published by Palgrave Macmillan, 2004

About this Item

Levels of Corporate Globalization | Development of a Measurement Scale in the Context of Global Customer Management | P. Kuchinka | Taschenbuch | Einband - flex.(Paperback) | Englisch | 2004 | Palgrave Macmillan | EAN 9781349518487 | Verantwortliche Person für die EU: Springer Palgrave Macmillan, Tiergartenstr. 17, 69121 Heidelberg, buchhandel-buch[at]springer[dot]com | Anbieter: preigu.

Seller Inventory # 103728729

Bibliographic Details

• Title: Levels of Corporate Globalization | Development of a Measurement Scale in the Context of Global Customer Management
• Publisher: Palgrave Macmillan
• Publication Date: 2004
• Language: English
• ISBN 10: 1349518484
• ISBN 13: 9781349518487
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 216W x 140H x 12D millimeters 216 millimeters width by 140 millimeters height by 12 millimeters depth
• Weight: 268 grams
• Seller catalogs:
  • Bücher

About this title

Synopsis

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.

About the Author

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.