Marketing’s Job

Willem Burgers
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Willem Burgers: China Europe International Business School

Chapter 5 in Marketing Revealed, 2008, pp 43-48 from Palgrave Macmillan

Abstract: Abstract It is marketing’s job to create great customers. Companies need to define and measure customer quality, and link marketing managers’ rewards to maintaining and improving customer quality. As products are becoming more and more commoditized, competitive advantage increasingly will rest on differences in customer quality.

Keywords: Marketing Department; Valuable Customer; Good Customer; Lifetime Customer; Great Customer (search for similar items in EconPapers)
Date: 2008
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DOI: 10.1057/9780230230873_5

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