CAN WE BE CONSUMER‐ORIENTED IN A CHANGING FINANCIAL SERVICE WORLD?
Claudia E. Marshall
(Vice President, Advertising and Marketing Services, for The Travelers Companies)
153
Abstract
Most CEO's sincerely want to be close to the customer. Marketing executives spend a great deal of time striving to be consumer‐oriented. Even so, a lot of marketers approach consumer orientation the wrong way. They manage it superficially and, ultimately, fail to serve consumers' real needs.
Citation
Marshall, C.E. (1985), "CAN WE BE CONSUMER‐ORIENTED IN A CHANGING FINANCIAL SERVICE WORLD?", Journal of Consumer Marketing, Vol. 2 No. 4, pp. 37-43. https://doi.org/10.1108/eb008143
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited