Customer-oriented marketing strategy : theory and practice /

This book is about customer orientation as a marketing strategy. It covers the vast literature on the subject and tries to combine the major studies in this specific field of marketing and strategy to offer a comprehensive strategic tool for decision makers in organizations. The book starts with the...

Ausführliche Beschreibung

Gespeichert in:
1. Verfasser:
Dalgic, Tevfik
Weitere Verfasser:
Yeniceri, Tulay
Format:
Elektronisch E-Book
Sprache:
Englisch
Veröffentlicht:
[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2013.
Ausgabe:
1st ed.
Zusammenfassung:
This book is about customer orientation as a marketing strategy. It covers the vast literature on the subject and tries to combine the major studies in this specific field of marketing and strategy to offer a comprehensive strategic tool for decision makers in organizations. The book starts with the classic marketing concept and then reviews important developments and research of the latest findings both from the theoretical and applied points of view. Examples, methodologies, policy measures, and strategies to be implemented in order to drive customer satisfaction are the backbone of this book. Both manufacturing and service businesses are addressed. This book also covers the relationships, applications, and steps to be taken to drive continuous relationships with customers to aid in the process of defining and implementing niche strategies, international marketing efforts, and electronic commerce.
Umfang:
1 online resource (176 p.)
Also available in print.
Anmerkungen:
Part of: 2013 digital library.
Anmerkungen:
English
Bibliografie:
Includes bibliographical references (p. 147-156) and index.
ISBN:
1-60649-521-6
ISSN:
2150-9662
Schlagworte:
Marketing.
Consumer satisfaction.
Relationship marketing.
Customer relations.
Bezugswerke:
Links: