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Levels of Corporate Globalization: Developing a Measurement Scale for Global Customer Management

Levels of Corporate Globalization: Developing a Measurement Scale for Global Customer Management

Hardcover

EconomicsMarketingGeneral Political Science

ISBN10: 1403936250
ISBN13: 9781403936257
Publisher: Springer Nature
Published: Apr 30 2004
Pages: 192
Weight: 0.84
Height: 0.65 Width: 5.66 Depth: 8.80
Language: English
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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