Overview
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About this book
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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Table of contents (5 chapters)
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Front Matter
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Back Matter
Authors and Affiliations
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.
Bibliographic Information
Book Title: Levels of Corporate Globalization
Book Subtitle: Developing a Measurement Scale for Global Customer Management
Authors: Petra Kuchinka
DOI: https://doi.org/10.1057/9780230511316
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Petra Kuchinka 2004
Hardcover ISBN: 978-1-4039-3625-7Published: 30 April 2004
Softcover ISBN: 978-1-349-51848-7Published: 01 January 2004
eBook ISBN: 978-0-230-51131-6Published: 30 April 2004
Edition Number: 1
Number of Pages: XIII, 192
Number of Illustrations: 15 b/w illustrations
Topics: Marketing, International Economics, Globalization