Customer Orientation in the Local Media. Case Study: The Audiovisual in Dambovita County

Creating value for the customer and developing a relationship with the customer represent strategic goals in modern management. In this regard, we may say that customer orientation means creating products that should meet customers’ (even unexpressed) desires. Mass-media typically have two categories of customers: advertisers and audience. Therefore, media managers must thoroughly analyse the two customer categories and the interdependence between them as well. This paper shows how customer orientation is positioned within the local media managers’ strategy.