Customers as the Core of Contemporary Marketing

Tihomir Vranesevic
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Tihomir Vranesevic: Faculty of Economics, Zagreb

Zagreb International Review of Economics and Business, 2000, vol. 3, issue 1, 121-129

Abstract: In recent times the concept of marketing is undergoing changes. Customers, as the greatest assets of a company, have to be viewed not only as the targets of marketing activities, but also of marketing management. Customer satisfaction is and has to be seen as the basic guarantee of the long-term success and survival of a company. Research into economic entities in Croatia has shown that companies which show willingness to become customers oriented realise and expect a significantly higher rate of profit than those which have not yet fully recognised the significance of being customers oriented.

Keywords: customer satisfaction; expected value; loyalty; marketing (search for similar items in EconPapers)
Date: 2000
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