Customer Orientation and the Diffusion of process-based Approaches in Marketing and BPM



Interest in the creation of customer value has grown in recent years and has been discussed intensively ever since the view has shifted from product and sales to a market orientation, which implies that value originates from solutions that address and satisfy the customers’ needs (Kotler et al. 2012, p. 18). Companies have to understand and meet these customers’ requirements to enhance customer satisfaction and therefore level revenues.


Marketing Assure Phen Sonal Cond 


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Copyright information

© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

  1. 1.WirtschaftswissenschaftFreie Universität BerlinBerlinGermany

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