Understanding Proactive Customer Orientation

TRAMA

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.

SOMMARIO

Construct and Scale Development; Structural Equation Modeling and Hierarchical Regression; Performance Implications; Systematic Change Process to Guide Managers

AUTORE

Dr. Dennis Herhausen completed his doctoral thesis under the supervision of Prof. Dr. Marcus Schögel at the Institute of Marketing at the University of St. Gallen.

ALTRE INFORMAZIONI

• Condizione: Nuovo
• ISBN: 9783834931016
• Dimensioni: 210 x 148 mm Ø 303 gr
• Formato: Brossura
• Illustration Notes: XVII, 186 p. 10 illus.
• Pagine Arabe: 186
• Pagine Romane: xvii