Customer Integration in Business-to-Business-Marketing

Customer integration is a concept for establishing structures that make customer orientation work. The crucial point is that the customer is the basic source of the values that an enterprise creates. Thus, processes have to be designed to integrate the requirements of the customer into the processes of the supplier. Traditional marketing has to be reconsidered to ensure its successful implementation. Customer integration is both a strategic option for the development of innovative businesses and the centerpiece of modem management concepts.