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Customer-oriented marketing strategy theory and practice / Tevfik Dalgic and Tulay Yeniceri. [electronic resource]

By: Contributor(s): Material type: TextTextSeries: 2013 digital library | Marketing strategy collectionPublication details: [New York, N.Y. (222 East 46th Street, New York, NY 10017) : Business Expert Press, (c)2013.Edition: first editionDescription: 1 electronic text (xii, 160 pages) : digital fileContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781606495216
Subject(s): LOC classification:
  • HF5415 
Online resources:
Available additional physical forms:
Contents:
Preface -- Introduction -- Evolution of marketing concept into market orientation, a historical perspective -- Foundations and implications of market orientation as a philosophy, method, or strategy -- Market orientation strategy as an application of relationship marketing -- How to become a market-oriented organization -- The antecedents of market orientation -- Implanting market orientation in organizations -- Measurement of market orientation -- Consequences of market orientation effect on organizational performance -- Market orientation in international markets -- Notes -- References -- Index.
Abstract: 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.
Item type: Online Book
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Item type Current library Collection Call number URL Status Date due Barcode
Online Book G. Allen Fleece Library Non-fiction HF5415 (Browse shelf(Opens below)) Link to resource Available 10678406

Part of: 2013 digital library.

Preface -- Introduction -- Evolution of marketing concept into market orientation, a historical perspective -- Foundations and implications of market orientation as a philosophy, method, or strategy -- Market orientation strategy as an application of relationship marketing -- How to become a market-oriented organization -- The antecedents of market orientation -- Implanting market orientation in organizations -- Measurement of market orientation -- Consequences of market orientation effect on organizational performance -- Market orientation in international markets -- Notes -- References -- Index.

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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.

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