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Managing a Customer-oriented Company: Theoretical and Methodological Approaches
- Year2023
- Number of pages280
- ISBN978-5-7598-2558-6
- doi10.17323/978-5-7598-2558-6
About
Customer orientation is one of the main concepts of modern marketing. Research on customer orientation has actively developed since the 1990s. Despite a fairly long period of theoretical studies, there is still no unity among researchers on how to define, measure and manage it. The monograph is devoted to the systematization of theoretical and methodological approaches to defining, evaluating and measuring, as well as managing a company’s customer orientation. A multilevel and multi-dimensional approaches to customer orientation are presented and discussed. Some chapters are based on empirical studies of customer orientation in the Russian market with a focus on specific features of customer orientation in Russian companies and the practices of implementing customer orientation in Russian companies.
The book is addressed to students, as well as to all those interested in the problems of customer orientation developing.
The book is addressed to students, as well as to all those interested in the problems of customer orientation developing.
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