Customer-centric marketing strategies: Tools for building organizational performance

Hans Ruediger Kaufmann, Mohammad Fateh Ali Khan Panni

Research output: Book/ReportBook

1 Citation (Scopus)


As customer orientation continues to gain importance in the marketing field, there has been a growing concern for organizations to implement effective customer centric policies. Customer-Centric Marketing Strategies: Tools for Building Organizational Performance provides a more conceptual understanding on customer-centric marketing strategies as well as revealing the success factors of these concepts. This book will discuss how to improve the organization's financial and marketing performance.

Original languageEnglish
PublisherIGI Global
Number of pages643
ISBN (Print)9781466625242
Publication statusPublished - 2012

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