Publikationstyp: Beitrag in wissenschaftlicher Zeitschrift
Art der Begutachtung: Peer review (Publikation)
Titel: Customer emotions as a strategic goal of relationship marketing : an empirical comparison between B2B and B2C companies in Switzerland
Autor/-in: Siems, Florian
Rüeger, Brian
Hannich, Frank
Erschienen in: International Journal of Strategic Management
Band(Heft): 11
Heft: 3
Seite(n): 26
Seiten bis: 37
Erscheinungsdatum: 2011
Verlag / Hrsg. Institution: IABE
ISSN: 1555-2411
2378-8615
Sprache: Englisch
Schlagwörter: Relationship; Marketing; Emotion; Customer
Fachgebiet (DDC): 658.8: Marketingmanagement
Zusammenfassung: Relationship marketing has firmly established itself worldwide as an instrument in both research and business. The achievement of emotional goals is seen as one of its important key strategic objectives. Because relationship marketing is today applied in nearly all businesses, the question emerges of whether this is actually a goal found in all industries and, if it is not, where industry-specific characteristics can be seen. This is the issue that will be examined in depth in the following as the paper compares business-to-business and business-to-consumer companies in its investigation of them using an empirical study from Switzerland.
URI: https://digitalcollection.zhaw.ch/handle/11475/10059
Volltext Version: Publizierte Version
Lizenz (gemäss Verlagsvertrag): Lizenz gemäss Verlagsvertrag
Departement: School of Management and Law
Organisationseinheit: Institut für Marketing Management (IMM)
Enthalten in den Sammlungen:Publikationen School of Management and Law

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