customer orientation in practice

What is it about?

While companies have realized the importance of customer orientation, they do not find it very easy to practice it. This article provides a framework that helps managers to understand how to practice customer orientation. Several illustrative examples exemplify how customer orientation can be put into practice.

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Why is it important?

Customer oriented companies have been able to create competitive advantage. This article takes into account the practices of leading companies and provides a framework that can be of immense use for marketing students and managers working in the area of customer focus and customer orientation.