Customer Orientation and the Diffusion of process-based Approaches in Marketing and BPM

Michael Hewing ()
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Michael Hewing: Freie Universität Berlin

Chapter 3 in Business Process Blueprinting, 2014, pp 15-71 from Springer

Abstract: Abstract Interest in the creation of customer value has grown in recent years and has been discussed intensively ever since the view has shifted from product and sales to a market orientation, which implies that value originates from solutions that address and satisfy the customers’ needs (Kotler et al. 2012, p. 18). Companies have to understand and meet these customers’ requirements to enhance customer satisfaction and therefore level revenues.

Keywords: Business Process; Customer Satisfaction; Market Orientation; Search Query; Customer Orientation (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-03729-1_3

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DOI: 10.1007/978-3-658-03729-1_3

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