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Marketing’s Job

In: Marketing Revealed

Author

Listed:
  • Willem Burgers

    (China Europe International Business School)

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.

Suggested Citation

  • Willem Burgers, 2008. "Marketing’s Job," Palgrave Macmillan Books, in: Marketing Revealed, chapter 5, pages 43-48, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23087-3_5
    DOI: 10.1057/9780230230873_5
    as

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