Internationales Relationship Marketing by Christian Schlosser
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Internationales Relationship Marketing

Internationales Relationship Marketing


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International Edition


About the Book

Das Relationship Marketing wird seit den 1990er Jahren von vielen westlichen Marketingforschern als die Alternative zum traditionellen, transaktionsorientierten Ansatz des Marketings lanciert - zum Teil sogar als "Paradigmenwechsel" betrachtet - und erlebt seitdem einen Aufschwung in der wissenschaftlichen Literatur. Oft betrachten existierende Studien Relationship Marketing jedoch nur auf nationaler Ebene und aus der Sicht westlicher Manager. Daraus abgeleitete Handlungsimplikationen können somit lediglich im westlichen Kulturkreis gelten und nur eingeschränkt auf andere Ländermärkte übertragen werden. Das vorliegende Buch hat daher das Ziel, den Einfluss der Kultur bei der Ausgestaltung internationaler Geschäftsbeziehungen anhand eines westlichen und asiatischen Ländermarktes exemplarisch aufzuzeigen. Es wird gezeigt, dass die Kultur ein wichtiger Einflussfaktor bei der Ausgestaltung von Geschäftsbeziehungen darstellt und der westliche Ansatz des Relationship Marketings nicht universell auf andere Ländermärkte übertragbar ist. Eine Geschäftsbeziehung kann in einem fremden Kulturkreis von unterschiedlichen Werten und Normen so geprägt sein, dass die Wirkungszusammenhänge der unterliegenden Konstrukte des Relationship Marketings - der Beziehungszufriedenheit, dem Vertrauen, Commitment und der Beziehungsqualität - in einer anderen Kausalität zueinander stehen. In Ländermärkten wie in China, die einen hohen Wert auf persönliche Beziehungen legen, kann sich die Implementierung einer Relationship Marketing-Strategie, die auf einem reinen Kosten-Nutzen-Kalkül basiert, als schwierig erweisen oder sogar scheitern. Um eine Geschäftsbeziehung in anderen Ländern erfolgreich auszugestalten, muss daher das Wertesystem dieser Landeskultur ausdrücklich mitberücksichtigt werden. Die Herausforderung an das westliche Management besteht somit darin, die Relationship Marketing-Aktivitäten in China an den speziellen Wirkungszusammenhang der Konstrukte des Relationship Marketings anzup
About the Author: Christian Schlosser, Jahrgang 1986, studierte Wirtschaftswissenschaften mit den Schwerpunkten Marketing und International Business an der Universität Hohenheim und der McMaster University in Kanada. Nach Abschluss des Studiums im Jahre 2010 setzte er sein Masterstudium an der Universität Münster und der Seoul National University in Südkorea in den Bereichen Marketing und Volkswirtschaftslehre fort. Während seines Studiums konnte er praktische Erfahrungen in der Unternehmensberatung (Horváth & Partners GmbH), Geschäftsentwicklung (Deutsche Bahn AG) und im Inhouse-Consulting (Fraport AG) gewinnen. In der Zeit von Oktober 2009 bis Oktober 2010 arbeitete Christian Schlosser als studentischer Mitarbeiter am Institut für Marketing an der Universität Hohenheim. Seit Oktober 2010 ist er als studentischer Mitarbeiter am Marketing Center der Universität Münster angestellt. Seine Forschungsinteressen liegen im Relationship Marketing, Pricing und der Produktivitätsmessung von Dienstleistungen.


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Product Details
  • ISBN-13: 9783842880627
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 141 gr
  • ISBN-10: 3842880626
  • Publisher Date: 28 Jun 2012
  • Height: 210 mm
  • No of Pages: 66
  • Series Title: German
  • Sub Title: Der Einfluss der Kultur auf den Aufbau von Geschäftsbeziehungen
  • Width: 148 mm


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