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Customer Integration in Business-to-Business-Marketing

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Book cover Advances in Services Marketing

Part of the book series: Focus Dienstleistungsmarketing ((FDM))

Abstract

Customer integration is a concept for establishing structures that make customer orientation work. The crucial point is that the customer is the basic source of the values that an enterprise creates. Thus, processes have to be designed to integrate the requirements of the customer into the processes of the supplier. Traditional marketing has to be reconsidered to ensure its successful implementation. Customer integration is both a strategic option for the development of innovative businesses and the centerpiece of modem management concepts.

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Authors
  1. Michael Kleinaltenkamp
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  2. Michael Ehret
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  3. Sabine Fließ
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Editor information

Hans Mühlbacher Jean-Paul Flipo

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© 1997 Betriebswirtschaftlicher Verlag Dr. Th. Gabler GmbH, Wiesbaden

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Kleinaltenkamp, M., Ehret, M., Fließ, S. (1997). Customer Integration in Business-to-Business-Marketing. In: Mühlbacher, H., Flipo, JP. (eds) Advances in Services Marketing. Focus Dienstleistungsmarketing. Deutscher Universitätsverlag. https://doi.org/10.1007/978-3-322-91507-8_3

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  • DOI: https://doi.org/10.1007/978-3-322-91507-8_3

  • Publisher Name: Deutscher Universitätsverlag

  • Print ISBN: 978-3-8244-6508-8

  • Online ISBN: 978-3-322-91507-8

  • eBook Packages: Springer Book Archive

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