The Place of Internal Equity in Customer Relationship Management

ISBN-13: 9783847305637 / Angielski / Miękka / 88 str.

Theophile Bindeoue Nasse

Opis

This book emphasizes the effects of internal equity on customers satisfaction and their intentions of re-purchasing. It is a survey within the "Language Learning and Translation center" which investigate the concept of equity in the process of customer relationship management in marketing. This research thus connects various concepts as internal equity, customer satisfaction and their intentions of re-purchasing. It is thus to say that nowadays the practice of an ethical marketing is vital to companies survival. It confirms the equity theory Underlined by URBAIN (1979); KOTLER and DUBOIS (2003); Morisson (2005). It is also a geomarketing tool since it helps to understand marketing and communication practices in Africa especially in West Africa region. It is thus a book which may be interesting to national and international Marketing, Sales, and Communication managers investing in Africa to better understand their customers in order to adapt and personalize their products or their services.

O autorze

Mr Nasse studied Linguistics (Master of Arts) at the University of Ouagadougou and Business Administration (Master 2) at the group-bk University. He taught Marketing and Communication at the Institut de Formations Colbert'. He is a member of the African Linguistics School supported by the Universities of: New york, Amsterdam, Cape Town, Rutgers.