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IIMB Management Review

Document Type

Article

Abstract

Though companies today are getting more customer focused and market driven, marketing departments seem to be relegated to the background. The four Ps, long considered the universal marketing approach, now seem inadequate. The advent of the quality movement, the emergence of services marketing, the developments in strategic marketing and business to business marketing have added new dimensions to marketing. In order to regain their rightful place in organisations, Xavier urges marketers to reorient themselves to the customer, develop a cross functional perspective and a deeper understanding of company competencies.

Publication Date

10-1-1998

First Page

13

Last Page

23

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