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12/03/2012 - 23/03/2012: Modern Marketing

Marketing is more and more perceived as being everybody's job in a company. This means that the responsibility for marketing activities does not lie within a group of specialists but is rather dispersed across all functions in the company. Marketing is thus thought of as a set of values and processes that everybody in the company should try to implement.

This means that all departments should share information about customers and work on satisfying their needs. An organization-wide market orientation will lead to an ongoing relationship between the company and the customer and thus implies a shift from short-term product profitability to a long-term customer profitability which will have a positive impact on the financial performance of the company.
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