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Marketing strategy : the difference between marketing and markets (third edition)
The result is that market(ing) is still not on the business agenda. Market(ing) is still
not properly represented on the board. Customers are still not receiving the
service they deserve. Organizations are still not as profitable as they should be
and are still not differentiated from lower priced international competition. There
really is no way of escaping the responsibility here — the ‘marketing profession’
really only has itself to blame. As long as too many marketers concentrate on the
brochures, events and sales leads, we allow market(ing) to be classified as an
optional business activity — one that can be cut as soon as the recession comes
around again.
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