Executing the New Marketing Concept

Webster Jr., Frederick E.
June 1994
Marketing Management;Summer94, Vol. 3 Issue 1, p8
This is the second article in a two-part series outlining a new marketing concept and a new role for marketing management. Adopting a value-delivery strategy is the only way companies can propel themselves into the future. Every business should redefine itself as a service business committed to continuous improvement and innovation, managing culture along with strategy to create customer focus throughout the organization. The customer is the ultimate arbiter of value, but marketers can manage satisfaction by targeting the customers most likely to appreciate the company's distinctive competence. Here are some specific guidelines for putting the new marketing concept to work. INSET: Guidelines for the market-driven manager..


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