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| Author: | Hansen, U. Jeschke, K. Schröber, P. |
| Title: | Beschwerdemanagement - Die Karriere einer kundenorientierten Unternehmensstrategie im Konsumgütersektor |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1995 : VOL. 17:2, p. 77-88 |
| Index terms: | COMPLAINTS MANAGEMENT STYLES INTERNAL MARKETING |
| Language: | ger |
| Abstract: | The strategic importance of customer orientation, satisfaction and loyality has erased in the development of marketing science and practice. Within this context complaint management as a strategic concept has made magnificent career. This article gives an overview of the theoretical background of complaint management and its actual development, its management tools and its links to close management concepts like Total Quality Management and Internal Marketing. |
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