Skip to main content
SpringerLink
Log in

Kunden- oder Markenorientierung – Zwei Seiten einer Medaille oder alternative Routen?

  • Kundenorientierung
  • Published:
Marketing Review St. Gallen

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Abb. 1

Literaturverzeichnis

  • Ambler, T./Kokkinaki, F./Puntoni, S (2004): Assessing Marketing Performance, in: Journal of Marketing Management, 20, 3/4, S. 475-498.

    Article  Google Scholar 

  • Amherd, B. (2002): Fallstudie Dell Computer (Schweiz) AG, Bern (http://fileserver.amherd.net/fallstudie_dell.pdf; letzter Abruf: 26.7.2010).

  • Baker, W. E./Sinkula, J. M. (1999): The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance, in: Journal of the Academy of Marketing Science, 27, 4, S. 411-427.

    Article  Google Scholar 

  • Barney, J. (1991): Firm Resources and Sustained Competitive Advantage, in: Journal of Management, 17, 1, S. 99-120.

    Article  Google Scholar 

  • Baumgarth, C. (2009): Brand Orientation of Museums, in: International Journal of Arts Management, 11, 3, S. 30-45.

    Google Scholar 

  • Baumgarth, C. (2010): “Living the brand”, in: European Journal of Marketing, 44, 5, S. 653-671.

    Article  Google Scholar 

  • BBDO (2009): Retail Brands in Deutschland – Markenstärke und Markenimages 2009 (http://www.bbdo-consulting.com/cms/de/news/pressemappe/Praesentationen/Retail_Brands_2009.pdf, letzter Abruf: 26.7.2010)

  • Berthon, P./Hulbert, J. M./Pitt, L. F. (1999): To Serve or Create?, in: California Management Review, 42, 1, S. 36-58.

    Google Scholar 

  • Birkigt, K./Stadler, M. M. (2002) Corporate Identity, in: Birkigt, K./Stadler, M. M./Funck, H. J. (Hrsg.): Corporate Identity, 11. Aufl., München, S. 13-23.

  • Bridson, K./Evans, J. (2004): The secret of a fashion advantage is brand orientation, in: International Journal of Retail & Distribution Management, 32, 8, S. 403-411.

    Article  Google Scholar 

  • Bruhn, M. (2006): Integrierte Unternehmens- und Markenkommunikation, 4. Aufl., Stuttgart.

  • Cameron, K. S./Quinn, R. E. (2006): Diagnosing and Changing Organizational Culture, 2. Aufl., San Francisco.

  • Dell, M./Fredman, C. (1999): Direkt von Dell, Frankfurt.

  • Deshpandé, R./Webster, F. E. (1989): Organizational Culture and Marketing, in: Journal of Marketing, 53, 1, S. 3-15.

    Article  Google Scholar 

  • Deshpandé, R./Farley, J. U./Webster, F. E. (1993): Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms, in: Journal of Marketing, 57, 1, S. 23-27.

    Article  Google Scholar 

  • Freter, H. (2008): Markt- und Kundensegmentierung, 2. Aufl., Stuttgart.

  • Fritz, W. (1995): Marketing-Management und Unternehmenserfolg, 2. Aufl., Stuttgart.

  • Gatignon, H./Xuereb, J.-M. (1997): Strategic Orientation of the Firm and New Product Performance, in: Journal of Marketing Research, 34, 1, S. 77-90.

    Article  Google Scholar 

  • Günter, B./Helm, S. (Hrsg.) (2006): Kundenwert, 3. Aufl., Wiesbaden.

  • Homburg, C./Pflesser, C. (2000): A Multiple-Layer Model of Market-Oriented Organizational Culture, in: Journal of Marketing Research, 37, 4, S. 449-462.

    Article  Google Scholar 

  • Jensen, O. (2001): Key-Account-Management, Wiesbaden.

  • Keiningham, T. L. (2005): The Brand-Customer Connection, in: Marketing Management, 14, 4, S. 33-37.

    Google Scholar 

  • Keller, K. L. (2008): Strategic Brand Management, 3. Aufl., Upper Saddle River.

  • Kohli, A. K./Jaworski, B. J. (1990): Market Orientation, in: Journal of Marketing, 54, 1, S. 1-18.

    Article  Google Scholar 

  • Kroeber-Riel, W./Weinberg, P./Gröppel-Klein, A. (2009): Konsumentenverhalten, 9. Aufl., München.

  • Lamons, B. (2005): The CASE for B2B Branding, Mason.

  • Leone, R. P. et al. (2006): Linking Brand Equity to Customer Equity, in: Journal of Service Research, 9, 2, S. 125-138.

    Article  Google Scholar 

  • Low, G. S./Fullerton, R. A. (1994): Brands, Brand Management, and the Brand Manager System, in: Journal of Marketing Research, 31, 2, S. 173-190.

    Article  Google Scholar 

  • Meehan, S. A. (1996): What Do We Really Know about Market Orientation?, in: Business Strategy Review, 7, 1, S. 47-53.

    Article  Google Scholar 

  • Meffert, H./Burmann, C./Koers, M. (Hrsg.) (2005): Markenmanagement, 2. Aufl., Wiesbaden.

  • Melin, F. (1997): Varumärket som strategiskt konkurrensmedel (Doctoral Thesis), Lund University Press.

  • Miles, M. P./Arnold, D. R. (1991): The Relationship Between Marketing Orientation and Entrepreneurial Orientation, in: Entrepreneurship Theory and Practice, 15, 4, S. 49-65.

    Google Scholar 

  • Mintzberg, H. (1989): Mintzberg on Management. New York.

  • Narver, J. C./Slater, S. F. (1990): The Effect of a Market Orientation on Business Profitability, in: Journal of Marketing, 54, 4, S. 20-35.

    Article  Google Scholar 

  • Noble, C. H./Sinha, R. K./Kumar, A. (2002): Market Orientation and Alternative Strategic Orientations, in: Journal of Marketing, 66, 4, S. 25-39.

    Article  Google Scholar 

  • Olson, E. M./Slater, S. F./Hult, T. M. (2005): The Performance Implications of Fit Among Business Strategy, Marketing Organization Structure, and Strategic Behavior, in: Journal of Marketing, 69, 3, S. 49-65.

    Article  Google Scholar 

  • o. V. (2009): Wettbewerb Deutschland kundenorientiertester Dienstleister 2009- Preisträger (http://www.bestedienstleister.de/award-2009/preistraeger/, letzter Abruf: 26.7.2010)

  • o. V. (2010a): Wettbewerb Deutschland kundenorientiertester Dienstleister 2010- Preisträger (http://www.bestedienstleister.de/award-2010/preistraeger/, letzter Abruf: 26.7.2010)

  • o. V. (2010b): Schätzung: Eine Million verkaufte iPads bis Mitte April, in: Die Welt, 16.3.2010.

    Google Scholar 

  • Piller, F. (2006): Mass Customization, 4. Aufl., Wiesbaden.

  • Prahalad, C. K./Hamel, G. (1990): The Core Competence of the Corporation, in: Harvard Business Review, 68, 3, S. 79-91.

    Google Scholar 

  • Reinartz, W./Krafft, M./Hoyer, W. D. (2004): The Customer Relationship Management Process, in: Journal of Marketing Research, 41, 4, S. 293-305.

    Article  Google Scholar 

  • Schein, E. H. (2004): Organizational Culture and Leadership, 3. Aufl., San Francisco.

  • Schimansky, A. (Hrsg.) (2004): Der Wert der Marke, München.

  • Schögel, M./Tomczak, T. (2009): Fallstudie, in: Baumgarth, C./Eisend, M./Evanschitzky, H. (Hrsg.): Empirische Mastertechniken, Wiesbaden, S. 77-105.

  • Schramm, M./Spiller, A./Staack, T. (2004): Brand Orientation in der Ernährungsindustrie, Wiesbaden.

  • Schütze, R. (1992): Kundenzufriedenheit, Wiesbaden.

  • Shapiro, B. P. (1988): What the Hell Is ‚Market Oriented‘?, in: Harvard Business Review, 66, 6, S. 119-125.

    Google Scholar 

  • Spiro, R. L./Weitz, B. A. (1990): Adaptive Selling, in: Journal of Marketing Research, 27, 1, S. 61-69.

    Article  Google Scholar 

  • Tomczak, T. (Hrsg.) (2009): Behavioral Branding, 2. Aufl., Wiesbaden

  • Urde, M. (1994): Brand Orientation, in: Journal of Consumer Marketing, 11, 3, S. 18-32.

    Article  Google Scholar 

  • Urde, M. (1999): Brand Orientation, in: Journal of Marketing Management, 15, 1-3, S. 117-133.

    Article  Google Scholar 

  • Walton, T./Greyser, S. A. (2004): Caterpillar: Working to Establish „One Voice“, Boston.

  • Weisenbach-Keller, E./Conway Dato-on, M.(2010): Testing the Premise that Marketing Attitudes and Brand Orientation Correlate with Nonprofit Performance, Präsentation auf der AMS Konferenz.

  • Yakimova, R./Beverland, M. (2005): The brand-supportive firm, in: Journal of Brand Management, 12, 6, S. 445-460.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. HWR Berlin – School of Economics and Law, Berlin, Deutschland

    Carsten Baumgarth

  2. Griffith University – Griffith Business School, Department of Marketing, Griffith, Australia

    Bill Merrilees

  3. School of Economics and Management – Lund University, Lund, Sweden

    Mats Urde

Authors
  1. Carsten Baumgarth
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Bill Merrilees
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Mats Urde
    View author publications

    You can also search for this author in PubMed Google Scholar

Rights and permissions

Reprints and permissions

About this article

Cite this article

Baumgarth, C., Merrilees, B. & Urde, M. Kunden- oder Markenorientierung – Zwei Seiten einer Medaille oder alternative Routen?. Mark Rev St. Gallen 28, 8–13 (2011). https://doi.org/10.1007/s11621-011-0014-4

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11621-011-0014-4

Search

Navigation