CHAPTER 3

Market Orientation ­Strategy as an Application of ­Relationship Marketing

In the second chapter, we reviewed foundation and implications of market orientation. In this third chapter, the relationship between market orientation and relationship marketing will be explained. In this context, we will look at what is relationship marketing, database marketing, and customer relationship management.

Company Case

Kapsch BusinessCom Recognized as One of “Austria’s Most Customer-Oriented Service Providers 2011”

Top service, long-term customer orientation, and the highest level of quality: these are the success factors of Kapsch BusinessCom. These characteristics are not only honored by the market, they are also confirmed in the most recent ...

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