Читать книгу A Customer-oriented Manager for B2B Services - Valerie Mathieu - Страница 32

Marketing suffers from many prejudices and is often referred to in a pejorative way in order to discredit or denigrate people, approaches and actions. It is considered vulgar, manipulative and even dishonest. In some sectors, it is now clearly in conflict with aspirations for sustainable development and greater social justice. In industrial, technical and scientific environments, where it is well established within large companies and organizations, it is still little appreciated by the players because it is probably not well known. Is it then to counter these negative energies that the title of Chief Customer Officer is now more easily given to the old-fashioned Chief Marketing Officer? Or should we see it as a final questioning of marketing’s actual capacity to take an actual interest in the customer, so that it is necessary to integrate its raison d’être into its title?