期刊名称：Zagreb International Review of Economics and Business
印刷版ISSN：1331-5609
出版年度：2000
卷号：3
期号：1
页码：121-128
出版社：Ekonomski fakultet Sveučilišta u Zagrebu
摘要：In recent times the concept of marketing is undergoing changes. Customers, as the greatest assets of a company, have to be viewed not only as the targets of marketing activities, but also of marketing management. Customer satisfaction is and has to be seen as the basic guarantee of the long-term success and survival of a company. Research into economic entities in Croatia has shown that companies which show willingness to become customers oriented realise and expect a significantly higher rate of profit than those which have not yet fully recognised the significance of being customers oriented.
