Publication details
Marketing služeb - trendy v doprovodných službách
| Title in English | Services Marketing - Trends in customer services |
|---|---|
| Authors | |
| Year of publication | 2007 |
| Type | Article in Periodical |
| Magazine / Source | Marketing & Komunikace |
| MU Faculty or unit | |
| Citation | |
| Field | Economy |
| Keywords | marketing; customer services; marketing services |
| Description | Globalization from a cultural perspective referes to a transformation of existing cultures into a single global culture. This phenomenon can also be seen in the services sector. Even though the arguments, which are voiced in support of globalized marketing strategies, are based on the benefits associated with savings related to production volumes and the guarantee of uniform quality, multinational businesses have been increasingly adjusting their marketing strategies to the tastes and cultural differences of their customers. |