Customer-oriented marketing strategy : theory and practice / Tevfik Dalgic and Tulay Yeniceri.

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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Title from PDF t.p. (viewed on April 1, 2013).