Customer Policy as an Alternative Orientation to Marketing Simple

Abstract

This monograph argues that boardroom marketing must be integrated with purchasing and distribution activities in a synthesised role focused on customer policy. The author sees this as the next step forward and argues that such a new alignment in company thinking would enable it to take account of the host of societal pressures it encounters, as well as improving management approaches toward channel members. Issues of independence/interdependence, professionalism, educational imperatives, and materialism are all examined and a customer policy audit proposed with suitable guidelines. It is a radical and provocative think‐piece worthy of widespread attention amongst senior marketeers, purchasing and distribution executives.

Citation

Wills, G. (1982), "Customer Policy as an Alternative Orientation to Marketing Simple", European Journal of Marketing, Vol. 16 No. 4, pp. 3-26. https://doi.org/10.1108/EUM0000000004864