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Customer-centric marketing strategies; tools for building organizational performance.


Customer-centric marketing strategies; tools for building organizational performance.

Ed. by Hans Ruediger Kaufmann and Mohammad Fateh Ali Khan Panni.

Business Science Reference


643 pages




Twenty-six chapters introduce the conceptual and philosophical underpinnings of customer centric marketing strategies and review conceptual and empirical studies of these cutting-edge concepts. The collection explores various frameworks, models, and constructs of recently emerged areas such as customer knowledge management, cause-related marketing, and behavioral branding as a hypothetical starting point for further empirical study. Critical success factors and their influence on financial and marketing performance are illustrated in case studies of food retailers, sports organizations, glass packaging, and airlines. Other topics include building e-relationships through social media and legal issues to consider before implementing cause-related and relationship marketing in the European Union.

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Publication:Reference & Research Book News
Article Type:Book review
Date:Feb 1, 2013
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