| Author: | Kuhn, R. |
| Title: | Methodische Uberlegungen zum Umgang mit der Kundenorientierung im Marketing-Management (Methodological considerations with respect to customer oriented marketing management) |
| Journal: | Marketing
1991 : VOL. 13:2, p. 97-107 |
| Index terms: | CUSTOMERS MARKETING SYSTEMS |
| Language: | ger |
| Abstract: | Marketing was a customer-oriented term from its beginnings, but what exactly customer-orientation means is not easy to find out. The article reviews critically several definitions of customer-orientation. A method of assessment, evaluation and planning of customer-orientation is presented and tried on a practical case. |
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