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| Author: | Mesdag, M. van |
| Title: | Letting horse sense loose on marketing |
| Journal: | Marketing Intelligence and Planning
1995 : VOL. 13:7, p. 4-6 |
| Index terms: | CONSUMERISM CUSTOMERS MARKETING MIX |
| Language: | eng |
| Abstract: | The article issues a plea for the exercise and application of horse sense in place of the increasingly sophisticated tools of modern marketers to repair some of the damage done by suppliers who have been economizing on their concern for their customers' interests. The author uses a wide variety of examples to illustrate how all elements of the marketing mix cold benefit from a dose of equine sense and sensibility. |
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