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Peranan Mass Customization dan Basic Market Orientation dalam Meningkatkan Kinerja Pemasaran

Author

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  • Suprayitno, Eddi

    (Universitas Islam Sumatera Utara)

Abstract

Perkembangan industri semakin meningkat ditandai dengan semakin banyak perusahaan dengan berbagai macam produksinya. Secara konseptual terdapat banyak cara untuk mencapai dan melanggengkan kinerja pemasaran, salah satunya dengan berorientasi pelanggan dan pesaing agar dapat meningkatkan kinerjanya. Berorientasi terhadap pelanggan dan pesaing adalah salah satu metode yang dapat digunakan apabila perusahaan ingin unggul dalam persaingan. Ada tiga dimensi dalam berorientasi pelanggan dan pesaing, yaitu customization, basic market orientation, dan competitive benchmarking

Suggested Citation

  • Suprayitno, Eddi, 2007. "Peranan Mass Customization dan Basic Market Orientation dalam Meningkatkan Kinerja Pemasaran," OSF Preprints wa3f2, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:wa3f2
    DOI: 10.31219/osf.io/wa3f2
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