Tekijä: | Kuhn, R. |
Otsikko: | Methodische Uberlegungen zum Umgang mit der Kundenorientierung im Marketing-Management (Methodological considerations with respect to customer oriented marketing management) |
Lehti: | Marketing
1991 : VOL. 13:2, p. 97-107 |
Asiasana: | CUSTOMERS MARKETING SYSTEMS |
Kieli: | ger |
Tiivistelmä: | 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. |
SCIMA