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Marketing - Marketing Research and Market Research


Marketing research, market orientation and customer relationship management: A framework and implications for service providers. The article promises to help service providers address the challenge of generating and using market research data to develop a market orientation and a corresponding CRM program. As service organizations continue to expand internationally, the need to be able to understand consumers in faraway places is increasing. Marketing research is a key mechanism through which service companies understand their current as well as potential customers. As service organizations contemplate the global marketplace, there is increasing demand for managers to understand customer behavior in multiple countries. This article aims to discuss the importance of market research information in developing a market orientation and its impact on international service organizations. pdf 2006






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Status: 21. November 2012