Understanding Proactive Customer Orientation: Construct Development and Managerial Implications by Dennis HerhausenUnderstanding Proactive Customer Orientation: Construct Development and Managerial Implications by Dennis Herhausen

Understanding Proactive Customer Orientation: Construct Development and Managerial Implications

byDennis Herhausen

Paperback | August 31, 2011

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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.
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.
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Title:Understanding Proactive Customer Orientation: Construct Development and Managerial ImplicationsFormat:PaperbackDimensions:186 pagesPublished:August 31, 2011Publisher:Springer-Verlag/Sci-Tech/TradeLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3834931012

ISBN - 13:9783834931016

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Table of Contents

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