WHY PUTTING PEOPLE FIRST MUST FORM AN ESSENTIAL PART OF THE MARKETING MIX

Abstract

Of the considerations in formulating the marketing mix there is one element which is often neglected — people. This includes not only customer reaction to the marketing proposition, but also the service provided to the customer. The role of the service giver is central to the analysis of the marketing mix in practical terms.“Putting people first” is described and its potential impact — as it pertains to customers, but, just as important, its impact on staff — is assessed.

Citation

Lane, C. (1988), "WHY PUTTING PEOPLE FIRST MUST FORM AN ESSENTIAL PART OF THE MARKETING MIX", Marketing Intelligence & Planning, Vol. 6 No. 2, pp. 39-40. https://doi.org/10.1108/eb045769