Management of a client -oriented company: basic theoretical and methodological approaches to research. Smirnova M.M., Chlesina V.A., Gulakova O.V.

Client-orientation as one of the main concepts of modern marketing began to actively develop in the 1990s. Despite a fairly long period of theoretical study of customer focus, its unified definition still does not exist. The monograph is devoted to the systematization of theoretical and methodological approaches to the definition, evaluation and management of client -orientation of the company.

The multi -level approach to understanding customer orientation and a multidimensional approach to its assessment are described. Separate chapters are devoted to the study of customer -orientation in the Russian market: the features of the customer orientation of Russian companies are revealed, and the practices of the introduction of the concept of orientation towards the client in Russian companies are described on the example of various industries.

the book is addressed to students, as well as all the problems of the development of client -oriental focusing.