Customer orientation in emerging markets: concepts and empirical tests

A.G. Rozhkov, M.M. Smirnova, V.A. Rebiazina

Результат исследований: Публикации в книгах, отчётах, сборниках, трудах конференцийглава/раздел

2 Цитирования (Scopus)

Аннотация

Customer orientation (CO) is a basic marketing concept that has been discussed within the marketing discourse since the 1950s. It suggests that a company should identify and satisfy customers’ needs to maximize customer equity, thus extending business objectives from profit generation to non-financial goals. It can be described as a strategic orientation with focus on developing relationship building and customer awareness capabilities in order to achieve higher business performance. In this chapter we review the CO concept in general, provide insights on its implications in emerging markets and develop propositions for framing future research on CO in emerging markets.
Язык оригиналаанглийский
Название основной публикацииEmerging Markets and the Future of BRIC Nations
ИздательEdward Elgar Publishing
Страницы170-189
ISBN (печатное издание)9781783479764; 9781783479757
DOI
СостояниеОпубликовано - 2015

Предметные области Scopus

  • Бизнес, управление и бухгалтерский учет (разное)

Ключевые слова

  • WEB OF SCIENCE
  • SCOPUS
  • РИНЦ

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