International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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STRATEGIC MARKETING AND CUSTOMER ORIENTATION

    1 Author(s):  VIKAS KUMAR

Vol -  5, Issue- 11 ,         Page(s) : 137 - 140  (2014 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Recently customer-orientated view has received renewed interest among practitioners. Arguably, the profound logic is reactive, as the technological development has enabled free and frictionless information, created a communication culture never experienced before and opened a marketplace with practically no entry barriers. To answer this opening business environment, firms are trying to develop their offerings and value creation processes1 to provide increased value. This, however, requires firms to create a deeper understanding of their customers, their processes and aspects of value that could be improved. Organizations need to choose the value they aim and the processes as well as resources needed to manifest the chosen value.

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