Using empirical analyses on the basis of sound theoretical foundations, Markus Wübben shows how customer relationships can be broadened, i.e., how customers’ cross-buying behavior can be stimulated and how customers’ relationship length and depth, meaning customers’ activity and purchase-levels, can be predicted.
Format: Paperback / softback
CONTRIBUTORS: Markus Wübben
EAN: 9783834912787
COUNTRY: Germany
PAGES:
WEIGHT: 389 g
HEIGHT: 210 cm
PUBLISHED BY: Gabler
DATE PUBLISHED: 2008-10-09
CITY:
GENRE: BUSINESS & ECONOMICS / Marketing / General
WIDTH: 148 cm
SPINE:
Book Themes:
Sales and marketing
Dr. Markus Wübben ist wissenschaftlicher Mitarbeiter bei Prof. Dr. Florian von Wangenheim am Lehrstuhl für Dienstleistungs- und Technologiemarketing der Technischen Universität München.
