CKM and Its Influence on Organizational Marketing Performance: Proposing an Integrated Conceptual Framework

• Published in: Customer-Centric Marketing Strategies: Tools for Building Organizational Performance pp. 103 - 125
• Main Authors: Kaufmann, Hans-Ruediger, Panni, Mohammad Fateh Ali Khan
• Format: Book Chapter
• Language: English
• Published: IGI Global 30-11-2012
• Subjects: Business and Management Information Science and Technology; Marketing
• ISBN: 1466625244; 9781466625242
• DOI: 10.4018/978-1-4666-2524-2.ch006

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.
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.