Understanding Proactive Customer Orientation Construct Development and Managerial Implications | EKB DL

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Understanding Proactive Customer Orientation Construct Development and Managerial Implications

Description

Dennis Herhausen examines how managers can successfully probe latent needs and uncover future needs of customers, labeled as proactive customer orientation. Overall, a systematic change process is developed to guide managers that aim to increase their company's proactive customer orientation.

Keywords

Business & EconomicsMarketingSales & SellingAdvertising & Promotion

2011Book

Author(s)Dennis Herhausen

PublisherGabler Verlag

ISBN9783834931016

LanguageEnglish

SpringerLink Book

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