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Research on International Service Marketing: A State of the Art Vol: 15

Product Details
16 May 2005
Emerald Group Publishing Limited
208 pages - 156 x 234 x 12mm
Advances in International Marketing


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 issues of international service marketing research; service internationalization and modes of entry; and new international services. Each chapter expands the conceptual context and consequences of internationalization. This collection of articles also serves as a point of departure for future research on international service marketing and the internationalization of services. In the tradition of the "Advances in International Marketing" series, each contribution offers extended conceptual development and a detailed discussion beyond what is typically offered in research papers. At the same time, practitioners should find critically relevant inspiration and ideas on how to define, implement, and evaluate their strategy and operations when delivering services across borders.
Preface. (S. Tamer Cavusgil). Research on International Service Marketing: Enrichment and Challenges. (P. Pauwels, Ko De Ruyter). Part I: Marketing Services Across Borders. Managing Service Relationships in a Global Economy: Exploring The Impact of National Culture on the Relevance of Customer Relational Benefits for Gaining Loyal Customers. (T. Hennig-Thurau et al.). A Cross-Cultural Investigation of Relationship Marketing Effectiveness in Retail Services: A Contingency Approach. (G. Odekerken-Schroder, K. De Wulf, K.E. Reynolds). The Role of Socially Desirable Responding in International Services Research. (M. Van Birgelen, Ko De Ruyter, M. Wetzels). Part II: Getting Services Across Borders. The Internationalization Process of Service Providers: A Literature Review. (T. Lommelen, P. Matthyssens). Entry Mode Choice in Service Firms: A Review Of Contemporary Research. (A. Kennedy). Part III: New Services Across Borders. Marketing Industrial Project-Related Services Internationally: A Multi-Lingual Literature Review. (M.A. Skaates, B. Cova). International Consulting Providers and Multilateral Institutions: Networks and Internationalization. (C. Welch).

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