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| Author: | Judd, V. |
| Title: | Achieving a customer orientation using "people-power," the "5th P" |
| Journal: | European Journal of Marketing
2003 : VOL 37:10, p. 1301-1313 |
| Index terms: | COMPETITIVE ADVANTAGE CUSTOMERS INTERNAL MARKETING |
| Language: | eng |
| Abstract: | There has been only few references in the marketing literature which conceptualize organization´s employees as a part of marketing mix of the organization. The authors of this article propose that organizations can effect their marketing mixes by capitalizing people-power as a distinctive element of it. The authors represent that this people-power is an element which can help organizations in differentation and in delivering value to customers. |
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