Customer-Oriented Marketing Strategy, livre ebook

What is customer orientation? And how does it fit in your idea of a good marketing strategy? This book can help you understand more about the relationships, applications, and steps to take to drive continuous relationships with customers to aid in the process of defining and implementing niche strategies, international marketing efforts, and electronic commerce. Inside, the authors start with classic marketing concepts and then review important developments and research of the latest findings (both from the theoretical and applied points of view) to present specific examples, methodologies, policy measures, and strategies that can be implemented to increase and perfect customer satisfaction. Both manufacturing and service businesses are addressed, and the results will give you a combination of the major studies in this specific field of marketing and strategy to offer a comprehensive strategic tool for decision makers in organizations.
Preface ..................................................................................................ix
Introduction ..........................................................................................xi
Chapter 1 Evolution of Marketing Concept into Market
Orientation—A Historical Perspective ..............................1
Chapter 2 Foundations and Implications of Market Orientation
as a Philosophy, Method, or Strategy ...............................23
Chapter 3 Market Orientation Strategy as an Application
of Relationship Marketing ...............................................39
Chapter 4 How to Become a Market-Oriented
Organization ...................................................................49
Chapter 5 Th e Antecedents of Market Orientation ..........................77
Chapter 6 Implanting Market Orientation in Organizations ............91
Chapter 7 Measurement of Market Orientation .............................103
Chapter 8 Consequences of Market Orientation Eff ect
on Organizational Performance .....................................115
Chapter 9 Market Orientation in International Markets ................125
Notes..................................................................................................135
References ...........................................................................................147
Index ..................................................................................................157