MARK 340 Study Guide - Midterm Guide: Seth Godin, Rhinovirus, Headache
Document Summary
Continuing evolution of e-commerce and customer relationship management (crm) Robert keith, vp pillsbury company - management philosophy, production era. Robert keith, pillsbury - management philosophy, sales era. Ralph cordiner, president, general electric - management philosophy - marketing era. Introduces the marketing man at the beginning rather than the end of the production cycle and would integrate marketing into each phase of the business. Thus marketing, through its studies and research, will establish what the customer wants in a given product and where and when it will be wanted. To integrate and coordinate marketing with other corporate functions. Profit through cost reduction and quality which leads to customer satisfaction and loyalty. Make this a core part of the company"s vision/mission, with top management leading the way. Make it easy to do business with our firm. Meet standards that we set - internally to employees, externally to customers. Make it easy for customers to reach us, and listen when they do.
