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Turning marketing promises into business value: The experience of an industrial SME
Abstract
The article studies the value that businesses should have for their customers and shareholders. It explains how to develop such value to meet or exceed customer's expectations through the application of the promise framework. The promise model includes promises made to customers, promises kept, and promises that involve a synchronized effort from the whole firm to create and deliver value to customers.
Type
Journal Article
Type of thesis
Series
Citation
Little, V., Motion, J., Brodie, R. & Brookes, R. (2006). Turning marketing promises into business value: The experience of an industrial SME. University of Auckland Business Review, 8(1), 25-36.
Date
2006
Publisher
University of Auckland Business School
Degree
Supervisors
Rights
This article has been published in the journal, University of Auckland Business Review, 2006.