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| Author: | Wills, G. |
| Title: | Customer policy as an alternative orientation to marketing simple |
| Journal: | European Journal of Marketing
1991 : VOL. 25:4, p.15-39 |
| Index terms: | MARKETING CUSTOMERS POLICY PURCHASING MANUFACTURING INDUSTRY CONSUMERISM |
| Language: | eng |
| Abstract: | In this exploratory essay the author emphasises that purchasing/marketing interface is to be examined as a whole rather than in the traditional unidirectional manner. Educational and developmental imperatives are considered. The awareness of society at large of the role played by manufacturing enterprises is far lower than desirable; two major movements, environmentalism and consumerism are discussed. It is concluded that enterprises should play a creative role in customer relations (for instance encourage customer unionisation and customer directors). |
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