Research on International Service Marketing (English, Pieter Pauwels | Ko De Ruyter)
by Pieter Pauwels | Ko De Ruyter
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About the Book
Volume 15 of "Advances in International Marketing" explores the current research in international service marketing through the eyes of scholars from eight different countries on three continents. A truly international perspective emerges on the nature of service marketing across borders, as well as the internationalization strategies of service providers. Specifically, emphasis is placed on: service relationships across borders; methodological i…
ISBN: 9780762311859
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