Customer-Oriented Marketing Strategy: Theory and Practice


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.

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About the Author(s)

Tevfik Dalgic

Tevfik Dalgic, Clinical Professor at the University of Texas-Dallas, Jindal School of Management, Editor-in-Chief Strategic Management Review. Served on several academic research journal editorial boa…

Tülay Yeniçeri

Tülay Yeniçeri, Associate Professor of Marketing at Aksaray University, Turkey. She received her PhD from Istanbul University, School of Management. She taught marketing , marketing research, and st…

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Pub Date

March 28, 2013





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