Promised Land

Price, Reg; Schultz, Don E.
July 2006
Marketing Management;Jul/Aug2006, Vol. 15 Issue 4, p25
The article focuses on promises made by businesses to their customers. The author argues that managing customer expectations is important in order to satisfy customers. The article argues against creating customer expectations and then beating those expectations. The author argues that successful business, he cites Starbucks, BMW and Evian, deliver a consistent product. He also cites Volvo as an example of a company that has a well defined mission, which it strives to deliver on, namely safety.


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