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Kundenorientierte Unternehmungsführung
by Kurt Matzler

In this book of readings the field’s leading scholars and practitioners present a wealth of stimulating ideas on customer orientation, customer satisfaction and customer retention.

An excellent source for your thesis
If you need a quick and comprehensive introduction into theory and practice of customer oriented management this book is especially recommended. It is a comprehensive source of theories, models and methods. Diverse points of view are discussed and a variety of methods and tools are presented.

Stimulating ideas for your projects
Practitioners of some well known and successful companies present their stimulating ideas on how customers can be delighted. You will find some leading practices that can be used for your projects, classroom discussion and case analysis.

Essential readings for your career
In this book you will find readings that are essential for professionals involved with any aspect of customer orientation, satisfaction and customer retention. If you are planning your career in the field of marketing and/or strategic management this book will be a valuable source of theoretical concepts and leading practices.

Author Kurt Matzler
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