"This book provides a conceptual understanding on customer-centric marketing strategies as well as revealing the success factors of these concepts with a goal t

As customer orientation continues to gain importance in the marketing field, there has been a growing concern for organizations to implement effective customer

Not all customers are created equal. Despite what the tired old adage says, the customer is not always right. Not all customers deserve your best efforts: in th

Social media and emerging internet technologies have expanded the ideas of marketing approaches. In particular, the phenomenon of the internet in China challeng

In today’s global economy, social media and technological advances have changed the way businesses interact with their clientele. With new forms of communicat