Letting horse sense loose on marketing

Abstract

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. Uses a wide variety of examples (products, services, brands) to illustrate how all elements of the marketing mix could benefit from a dose of equine sense and sensibility.

Citation

van Mesdag, M. (1995), "Letting horse sense loose on marketing", Marketing Intelligence & Planning, Vol. 13 No. 7, pp. 4-6. https://doi.org/10.1108/02634509510093779