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dc.contributor.authorSiems, Florian-
dc.contributor.authorRüeger, Brian-
dc.contributor.authorHannich, Frank-
dc.date.accessioned2018-08-30T13:46:56Z-
dc.date.available2018-08-30T13:46:56Z-
dc.date.issued2011-
dc.identifier.issn1555-2411de_CH
dc.identifier.issn2378-8615de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/10059-
dc.description.abstractRelationship 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.de_CH
dc.language.isoende_CH
dc.publisherIABEde_CH
dc.relation.ispartofInternational Journal of Strategic Managementde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectRelationshipde_CH
dc.subjectMarketingde_CH
dc.subjectEmotionde_CH
dc.subjectCustomerde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleCustomer emotions as a strategic goal of relationship marketing : an empirical comparison between B2B and B2C companies in Switzerlandde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
zhaw.funding.euNode_CH
zhaw.issue3de_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end37de_CH
zhaw.pages.start26de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume11de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
Appears in collections:Publikationen School of Management and Law

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