Читать книгу A Customer-oriented Manager for B2B Services - Valerie Mathieu - Страница 31

We must distinguish between function and culture. If marketing as a function is now facing certain challenges, its original culture, that is, the customer at the heart of the company, is more relevant than ever. The customer-oriented company can neither be the exclusive project of a department, even if it is a marketing department, nor the strategic vision of the management committee alone. Making customer orientation a managerial skill is, therefore, a response to the challenges of marketing and a powerful lever for achieving the promises of a customer culture in the company.