Buyer behavior in marketing

If marketing is understood to be geared to the needs of the demanders and to corporate action, a distinction is made between two different views of customer orientation (Hüttner, 1999, p. 13): The passive, reactive customer reference in the field of marketing. The...

Marketing Basics

In most companies and industries, the basic idea of marketing has already established itself: a continuous alignment of the market needs of the entire company. Due to the increasing internationalization as well as the growing dynamics and competitive intensity of...