Turning marketing promises into business value: The experience of an industrial SME
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.
Permanent Research Commons link: https://hdl.handle.net/10289/1112
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.
University of Auckland Business School
This article has been published in the journal, University of Auckland Business Review, 2006.
- Management Papers